Are people getting offended over nothing? While browsing the web I came across this ad campaign for milk that tried to be comical but it had ended up being controversial and ultimately being dropped. Its ads suggested that it was men who suffered when women experienced premenstrual syndrome (PMS). The campaign urged men to encourage the women in their life’s to increase their intake of calcium and vitamin D which can alleviate the symptoms of PMS. The group based the campaign on studies that have found a link between calcium intake and fewer PMS symptoms. The ads direct people to a micro site called EverythingIdoiswrong.org, which shows sheepish-looking men holding several cartons of milk under such captions as ” I apologize for letting you misinterpret what I was saying”. There were also billboards in Los Angeles and San Francisco, for example which showed a man holding cartons of milk with the tag line ” I apologize for not reading between the RIGHT lines.” While the benefits of calcium to women are widely accepted, the over the top publicity campaign featuring harried-looking men, color-coded PMS meters and “video apology enhancers” may be doing the industry in the nation’s top milk-producing state more harm than good. Many comments suggested women were offended that the campaign portrayed men as the victims of PMS. One comment on the site stated ” the fact is, they’re pretending that women are completely irrational beings during their time of the month and they’re blaming PMS. and PMS has a wide variety of symptoms. It’s having back pains, cramps, irritability. In their mind, it’s something to joke about. ” Steve James, the milk board’s executive director, said the advertising had accomplished the board’s goal of spreading awareness about the benefits milk can have on women who suffer the effects of PMS and on their male partners. The campaign was not intended to be offensive but rather to encourage men and women to have a conversation about a sometimes taboo topic. I see both sides in this argument . I think the ads are quite funny but can see how it can offend some. They were just trying to be funny but it missed its mark.