Our parade of pony-tailed social engineers continues today with the illustrious Jeff Goodby, whose agency just released this brazenly sexist and pseudo-scientific [and now withdrawn!] ad campaign for the California Milk Processor Board.
The ads are clearly targeted at men, whom they flatter by endorsing both the idea that stale pieces of misogyny are somehow wildly funny and the counterfactual suggestion that men themselves are going around being minutely careful about how they treat women.
Here’s how Goodby gets his laughs, meanwhile:
The idea, says Jeff Goodby, who shares the title of co-chairman at Goodby, Silverstein with Rich Silverstein, is to “enlist the spouse or significant other” of women to encourage them to drink milk.
“We did it in the past, but the women just didn’t drink enough milk,” he says, laughing. “If they’d only drink enough, we wouldn’t come back.” [NYT, 07/11/2011]
And if you believe there really is any such thing with these people as “drink enough milk” or “we wouldn’t come back,” well, I can also get you a really excellent deal on the Brooklyn Bridge…