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'Got Milk?' ad has MLB crying foul

10/23/2005 - MLB

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."