The California Milk Processor Board (CMPB), better known as the producers of the “Got Milk?” campaigns, has decided to re-release two of the five “Got Milk?” spoofs of the steroids in baseball scandal. This was timed to take advantage of the heightened media coverage and public awareness resulting from the recent allegations of steroid use by MLB baseball players in the Mitchell Report.
CMPB executive director, Steve James, explains the intent of the commercials in a press release:
While the commercials parody the recent baseball scandal, the spots effectively use humor to bring out the truth about the health benefits of drinking milk… By pouring, everyone, not just athletes, can have strong bones and muscles. Milk is indeed a ‘Super Drink.'”
When the commercials originally aired, some people felt they trivialized the issue of steroids in sports. Steroid advocates were amused that the commercials also (unintentionally) highlighted the arbitrariness of performance enhancing substances that society chooses to stigmatize and sports decide to ban.
The steroids in baseball spoofs will air through the end of January 2008.
About the author
Millard writes about anabolic steroids and performance enhancing drugs and their use and impact in sport and society. He discusses the medical and non-medical uses of anabolic-androgenic steroids while advocating a harm reduction approach to steroid education.
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