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New Got Milk? Ads Doubly Delicious


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October 25, 2005

New Got Milk? Ads Doubly Delicious

David Kiley

Despite protestations by Major League Baseball, a new series of "Got Milk?" ads by San Francisco ad agency Goodby Silverstein & Partners are a pleasure to watch. No DVR skipping here.

The ads are a spoof on the steroid scandal that has gripped MLB for the last several years, culminating with the pathetic Congressional testimony last March of sluggers Mark McGuire, Sammy Sosa and Rafael Palmeiro and Jason Giambi, and the release earlier this year of Jose Canseco's book "Juiced."

In one ad, run by the California Milk Processor Board, a sports announcer talks about a player getting pulled from a game "after testing positive for a performance-enhancing substance." Cut to the player who talks about, "I think I'm being unfairly singled out...the stuff is everywhere...you can buy it in broad daylight...it's on every street corner." A reporter swarming the player's car as he leaves the stadium lot, earnestly inquires, "Did you pour?"

"There is nothing humorous about steroid abuse," said Tim Brosnan, executive vice president for business for the league. "I would think that the California Milk Processor Board and their advertising agency would know better regarding an issue that threatens America's youth."

Uh huh. And perhaps MLB might have chosen not to turn a blind eye, for years and years, to the ridiculous physical transformations of McGuire, Sosa, Palmeiro, Jason Giambi and others. But as long as they were hitting balls out of the park, making a shambles of Baseball's historic records (R.I.P Roger Maris, it was deemed okay. Oh, that is it was okay until some ad agency decided to create a perfectly funny parody not only of the situation, but of the ludicrous denials by the players.

Goodby has created some hilarious and entertaining ads for the Milk Board over the years. These don't quite measure up to the cleverness of the infamous 1993 Aaron Burr spot, but they are worthy of watching, especially in the middle of a World Series game. Let's see if the network has the stones to sell the Milk board some time during the games to run them.

There are five spots in all. Watch them all here.

08:38 AM

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