If you haven’t seen the newest milk promotion commercials chances are you will soon. The latest round of five, 30-second commercials, launched last week in California, uses the theme “Busted for Pouring.”

And the performance-enhancing product these professional athletes were all busted for using is milk. That’s right, the refrigerated white liquid that enhances bone strength, promotes muscle recovery and is loaded with essential vitamins.

"We've had a lot of fun with this ... but the bottom line is milk packs a powerful punch," says California Milk Processor Board chairman Steve James.  "And, good news ... it's legal."

Taking a hilarious approach to an issue that's plagued professional sports for years, the new GOT MILK? commercials, entitled "Caught," "Batting Practice," "Tabloid," "Never Poured," and "Manager" started airing last week.

For those of you who haven’t caught the commercials on your TV yet, you can view them at the following Web site: http://www.gotmilk.com.

"Caught" opens with a sports anchor delivering the news of a baseball hitter being pulled from the game after testing positive for a new performance enhancing substance.  Cut to locker room frenzy -- where coaches and managers rummage through a player's locker to find the performance enhancement culprit ... a half-gallon of milk.   "Everyone knew he was pouring," says one of the player's teammates in the spot.  The accused player tries to defend his actions, cites the broad availability and usage of the substance, but to no avail.  The spot then closes with the now ubiquitous GOT MILK? tagline.

Developed by longtime CMPB advertising agency, San Francisco-based Goodby, Silverstein & Partners, the commercials are the first to tout milk as a super food -- in all of its health promoting benefits.  All five commercials rely on the backhanded humor of major league athletes taking substances that improve their performance, but in this case, it's good, old fashioned milk.

PRNewswire, CMPB