SAN FRANCISCO – The latest "Got Milk?" commercial hit a little too close to home for Major League Baseball.
Poking fun at the league's steroid scandal, the television ad for the California Milk Processor Board (search) 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 the league. "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?" (search) 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 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."