Got PMS? Got Milk? Well go drink a big tall glass and you'll stop being a crazy hormonal lunatic. At least that's what a new California based "Got Milk?" ad campaign is insinuating in a new controversial and somewhat sexist ad campaign.

They are taking advantage of the female menstrual cycle to boost dairy sales of all things.

In the new "Got Milk?" campaign called 'Everything I Do Is Wrong', milk is suggested to be a cure-all for PMS and oddly they market it to women through men. The men look like they are going to be eaten alive by the horrible PMS monster.

The print ads bear headlines like "We can both blame myself" and "I'm sorry I listened to what you said and not what you meant," direct these poor, quivering souls to a website where they can create apology videos, track global PMS levels, read "case studies," and get such advice as "Be on high alert for verbal traps and questions about weight."

The milk board and Goodby, Silverstein & Partners, the agency responsible for the campaign, actually tried the PMS thing in 2005 with a TV commercial depicting menu ransacking grocery stores and milk trucks of their inventory as Barry White played in the background. Both the 2005 commercial and the current campaign refer to a study that has shown "milk can help reduce the symptoms of PMS." Actually, that study concluded that vitamin D and calcium could reduce PMS symptoms.

Ad Week argues that the campaign "presents women as more uncontrollably irrational than ever before!" and Salon believes the campaign has gone "that extra offensive mile."

Steve James, executive director of the milk board, told the New York Times that the "humor will allow people to laugh at themselves." Guess we women are too busy screaming like a hormonal lunatic at the poor men in our lives to LOL.

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