That Pesky Milk Board

6 Aug

I mentioned earlier this week at the end of a post that the Everything I Do Is Wrong campaign – remember, the one targeted toward guys that encouraged them to force-feed their girlfriends dairy products to quell the tides of period-related mondo bitch-ism – has been… replaced.  It’s been replaced by a new website, which is called “Got Discussion?” and does that typical non-apology thing where it says that while some people were offended by the ad campaign, other people thought it was hilarious.

The funny thing about this new “Got Discussion?” bullshit is that it spins the controversy in such a way that it makes the milk people kind of look like the facilitators of an important dialogue.  Scroll down on the page, and you’ll find a bunch of quotes from various media sources, which also makes it look like the Milk Board gave us some food for thought, rather than propagated a totally sexist ad campaign.  I mean, the quote it pulled from Jezebel goes like this:

Telling men they’re victims of PMS sure is an interesting way to sell milk.

Yeah.  If a visitor to bothered to click through and read the piece that this quote was mined from, they’d also see this:

The same people that brought you “Got milk?” are now trying to sell milk to men by telling them that it’s linked, loosely, to alleviating PMS. According to The New York Times, “To make it seem as if the campaign is offering a public service to the men affected by PMS, the Web site’s address ends with “dot-org” rather than “dot-com.”

So clearly, calling the campaign “interesting” was thinly veiled sarcasm, as the piece actually goes on to accuse the campaign of being misleading, manipulative, and, of course, sexist.  But you know… out of context, it looks like Jezebel – arguably the most popular feminist website on the internet – was intrigued by Everything I Do Is Wrong.

In a nutshell, those milk fools are assholes.

Well!  I was feeling like I needed a laugh this morning, and so I decided to watch some Target Women (omg, I miss Target Women, y’all).  And I came across this one, which reminded me that the Milk Board has made this same claim before:

Now, this is less blatantly offensive than Everything I Do Is Wrong – mostly because it is talking to women about managing their own periods, rather than to guys about managing their girlfriends’ periods for them – but it’s still kind of fucked up.  The implication of the ad, as Sarah Haskins puts it (at about 3:00), is, “Milk will […] bring sunshine to a land devastated by your period tears.”

Fuck you, dairy.

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