Got PMS? Drink Milk.

According to the California Milk Processor Board in it's Toma Leche (Got Milk?) campaign, milk can help alleviate the symptoms of PMS. This I never knew.

Toma Leche have brought this to life with 2 adverts.

The first, 'Bruja' or Witch draws upon the idea that pre-menstrual women do indeed turn into right witches once a month. I frown upon this slightly as there are many women I know who are witches all the time. The ad shows the evil witch scaring kids and generally being mean until she drinks a glass of milk left in her ruinous dwelling. A transformation occurs. She flicks off her mole, lets down her hair and strides out into town, turning frogs into handsome men for the girls and saving Snow White from the poisoned apple.



This advert is aimed towards the Latino audience who have the misconception that it is best to avoid milk and dairy products in the run up to their period.

The second ad, part of the 2009 'Legends' Campaign, is called 'Sad Princess'. Beautifully animated, it opens to a sad and sniffly princess in a tower who sheds a tear that develops into a fearsome sea. Each month, brave princes jump on their big ships in an attempt to reach her carrying chocolates, diamonds and flowers in order to alleviate her awful sadness. However, it is the fearless milk-carrying prince who succeeds in his quest. Just one glass of the white stuff sweeps away the tears and adds a smile to the princess' face. 

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Whilst I appreciate the talent and skill of the animation, it'll take a lot more to persuade me to drink glasses of mammary gland secretions.