'Got Milk?' ad has MLB crying foul

Updated: October 23, 2005, 9:06 PM ET
Associated Press

The latest "Got Milk?" commercial hit a little too close to home for Major League Baseball.

Poking fun at the sport's steroid scandal, the television ad for the California Milk Processor Board talks about a player getting pulled from a game "after testing positive for a performance-enhancing substance."

In the next scene, a coach pulls a carton of milk from the slugger's locker.

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

The 30-second spot is part of a new "Got Milk?" series that began airing during the baseball playoffs.

Jeff Goodby, co-founder of the San Francisco advertising agency Goodby, Silverstein & Partners, which has produced the memorable campaign since 1993, said the ad was never meant to be taken so seriously.

"It's just milk," Goodby said. "Believe me, we know parody is based on a serious topic. So we wanted to make sure that it was goofy enough so that people didn't get upset."

He said the ad was meant to deliver the message that "milk is good for you, that milk actually does many of the things that people hope those wonder drugs might do for them and does so naturally."

Valetine's team nears title
Bobby Valentine's Chiba Lotte Marines are two victories from winning their first Japan Series title in 31 years.

The Marines beat the Hanshin Tigers 10-0 in Game 2 Sunday behind sixth-inning homers by Saburo Omura, Matt Franco and Lee Seung-yeop.

Lotte starter Shunsuke Watanabe held the Central League champion Tigers to four hits over the distance.

"It was a great team effort," said Valentine, the former manager of the New York Mets and Texas Rangers. "Watanabe was fabulous and the hitters were just as good. This is a team that I'm very proud of."

The Marines defeated the Tigers 10-1 in Saturday's opener. The Tigers came into the series after a 17-day layoff and have looked sluggish. The best-of-seven series shifts to Koshien Stadium for Game 3 on Tuesday.

Valentine isn't worried about his team losing momentum.

"We will be playing a great team at a great ballpark with great fans," he said. "So it will be very exciting."

Copyright 2005 by The Associated Press