Milk casts its spell on evil PMS-ing witches

Women who drink milk won't be such witches approximately once a month. No, really: That’s the overtly cinematic message of “Bruja” (Spanish for witch), a California Milk Processor Board spot that breaks today from Grupo Gallegos. In the ad, targeting Latinas, an ugly wicked witch on a broom suffers from PMS, but transforms into a beautiful damsel after downing some milk. With her attitude properly adjusted, “she undoes evil misdeeds with acts of kindness,” per Adweek. It sounds like great fodder for a milk boycott, or a Big Idea With Donny Deutsch segment. In fact, the client has milked the PMS thing before, though not with actual witches. Still, Grupo Gallegos has an out, attributing the concept to “a comment made by a woman during a focus group, who described her monthly symptoms this way: ‘When I’ve got PMS, I’m really a witch.’ ” Others, meanwhile, have maintained that drinking milk isn’t so great—that it can actually be as risky as inhaling second-hand smoke. Who are we supposed to believe?

—Posted by David Gianatasio

March 17, 2008 in Gianatasio | Permalink