Residents and tourists in Hollywood, California were probably pretty puzzled when they saw a group of men picketing the corner of Selma and Vine last week with signs and shirts reading, "Everything I Do Is Wrong".
The group of protestors rallied under a billboard (seen above) posing the question, "Are You A Man Living With PMS?"
At first glance, it looks like these men have had enough guff from their wives going through Premenstrual Syndrome on a regular basis, but it turns out it's just a new PR campaign from milk!
That's right! Apparently "Got Milk?" got old, so the dairy beverage's marketing team needed a new eye-catching slogan to make consumers consider the healthy benefits of milk again.
Apparently milk actually helps ease PMS symptoms, thus was born the idea of angry men protesting PMS on a street corner in Hollywood.
Steve James, executive director of the California Milk Processor Board which funded the campaign, said:
"PMS is a real condition that affects both men and women, and we wanted to make sure people got the message. One of the ways you do that is looking at it from a surprise angle. …We were aware that it was going to be a provocative topic. But we're hoping that the humor will disarm the awkwardness."
It's definitely thought provoking, but we're not sure if people are purchasing milk for it's ability to ease PMS symptoms. In fact, we're pretty sure nobody is.