:: adgruntie :: Got PMS?

+ Got PMS? The California Milk Proccessor Board has a new "Got Milk?" ad that will start airing in California on Monday. Created by Goodby, Silverstein and Partners, SF, the ad touts the power of milk to help ease PMS symptoms.

According to St. Luke-Roosevelt Hospital researchers at Columbia University, calcium cuts the physical and emotional symptoms of PMS in half. They found specifically that women on high-calcium diets were less irritable, weepy, and depressed. Plus, they averted backaches, cramping and bloating.

"Milk is the ultimate comfort food," stresses Jeff Goodby, "Milk to the Rescue" director and co-founder, Goodby, Silverstein and Partners. "And it's right there in your fridge."

Studies also reveal that more than 70 per cent of relationships are affected by PMS(**). So it's a male issue too ... something most men already know.

"Milk to the Rescue" opens on scenes of desperate men stocking up on gallons of milk. The frantic looks on their faces is puzzling until we zero in on a guy coming home with grocery bags full of milk -- and a bouquet of flowers -- and learn that milk makes that "time-of-the-month" less so. Cautiously our guy enters the house and yells "honey, I'm home." And the universal look on his face leads to that now famous tagline, "GOT MILK?"

"We're exploring this in a respectful and lighthearted way," says Jeff Manning, executive director, California Milk Processor Board (CMPB). "We hope that women and men both will find it funny and helpful."