Everything I Do Is Wrong

The California Milk Processor Board and Goodby, Silverstein & Partners' new advertising campaign tries to sell milk as a cure for PMS. The print campaign (which consists of photos of nervous-looking geeky men holding cartons of milk with slogans like "I apologize for letting you misinterpret what I was saying" and "I'm sorry for the things—or things—I did or didn't do") is called "Everything I Do Is Wrong," and is linked to a site that supposedly tracks the "global PMS level" and helps men create apology videos.

In 2005, a study by Bertone-Johnson ER, et al ("Calcium and Vitamin D Intake and Risk of Incident Premenstrual Syndrome") did find that increasing intake of calcium and vitamin D may help with some symptoms of PMS. But is this idiotic campaign, which portrays men as jittery victims of women's mysterious monthly cycles, really the best that the "Got Milk?" people could come up with?