No more “Got Milk?”

batman-got-milkElsie the Cow is rolling over in her milking stall.

The Milk Processor Education Program (MilkPEP), an industry marketing program funded by milk processors, has announced it’s retiring its simple, iconic and brilliantly effective “Got Milk?” marketing slogan. Two simple words that produced two decades worth of successful advertisements. Two words that drew tons of celebrities (and The Dark Knight), all willing to sport milk moustaches for commercial posterity. Two words that spawned two bizzillion ripped-off variations of its catchy theme.

Very possibly there are only two other English words spoken together that have had an equally powerful impact on American culture.

Bite me.

So what are milk’s new two words? According to Ad Age, the new campaign will promote milk as a nutritious source of energy and protein and they’re …

“Milk Life.”

Really. Really?

Frankly, I could steal better slogans than the one they probably paid a small fortune to get. Here’s three ideas I came up with in less than 20 minutes of deep meditative thought (hey, stealing slogans ain’t exactly brain surgery). And I probably would have charged MilkPEP half of what they paid for the new one for any one of these.

Check that – two-thirds of what they paid. Why sell myself short.

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Random Access Memory

I’ve been sitting here now for about 40 minutes and until these words showed up, my laptop’s screen’s been blank.

Likewise, my mind’s pretty much been in the same state. For some that’s hard to believe, no doubt. But hell, even the best hard drives freeze up sometimes.

So, time to re-boot. While my memory and databanks rebuild themselves, I’ll just scroll through my massive photo folder and see if I find anything that jogs me into a creative word or two.

Don Knotts watches the haunted organ play in “The Ghost & Mr. Chicken”.

“The Ghost & Mr. Chicken”: The movie I saw the first time I went to a drive-in theater, the first scary movie I ever saw, and the first and only movie I ever watched while wearing pajamas in the back of my parents’ green Bonneville station wagon.

Oh, and it also was only the greatest movie ever made, starring the greatest actor of all time, Don Knotts.

Yeah, yeah – so maybe “Citizen Kane” probably gets a couple votes for best movie ever too. And that Orson Wells guy was pretty good in it. But Wells could never have done “The Ghost …” like Knotts did, nor could he do this:

I rest my case.

Lemme see what else do I have in here. Oh, here’s something straight off the pages of the latest news venues. Not exactly Page One, but not back there with the “Help Wanted” ads either.

You’ve heard stories about the little orphaned piglets being taken in and nursed by the kindly mama farm cat or dog, of course. Well, this is another one of those kind of events. Calf orphaned during trip to beach with mother, lonely mama dolphin passing by … the rest is nature at its most heartwarming best.

Another story of love triumphant over seemingly impossible circumstances …

Since we’re speaking of nature, now that we’ve seen one of its greatest achievements, above, I suppose in the interest of fair and balanced reporting, I also must include an example of nature’s dark side.

No, it is far worse than that. Truly, this is one of the all-time greatest crimes against nature, human or otherwise.

Oh, the horror … the horror …

OK, I do believe the old brain up there is revving back up to speed. Better than ever.

Rise of the Planet of the Cows?

Cows and me … we go way back.

When I was a kid, some of my best friends were cows. I’m sure at some points in my young life, the only friends I had were cows.

For nearly all of my formative years, I lived around them. My family’s home was next door to my grandfather’s house and he had a diary farm which, coincidentally, came outfitted with a bunch of cows as standard equipment. My father grew up with them too, since he, coincidentally, happened to live in the same house with my grandfather.

Funny how life works out sometimes, isn’t it.

Evidently what wasn’t funny back then was the first time they brought me into my grandfather’s big, ol’ dairy barn. I was petrified.

It might have had something to do with the decor. A long straight corridor. A narrow raised concrete path running down the middle of it. And framing both sides, lines of cow butt after cow butt after cow butt, some equipped with swinging tails. Which now and then, would rise up to warn you that about 17 pounds of steaming cow flop would be dropping any second now.

Cow House Beautiful, it wasn’t. But it soon would turn out to be for me, I’m told. For at that moment, my father and grandfather left. It was just me … and the cows.

I can only imagine how things went in there, since I don’t remember it. They say I was pretty upset at first, but then things got real quiet.


“Hey kid, what the hell are you screaming for, you’re loud enough to curdle milk.”

“Because all of you are going to whip me with your tails, stomp on me with your hooves and then eat me … and bury what’s left under a pile of steaming cow crap!”

“Bessie, can you believe this kid? Listen, and listen good – we may chew our cuds, but we don’t chew kids, kid.”

“You mean, you aren’t going to eat me?”

“You go to that silo over there and if you find it stuffed full of kids, then me and the rest of the girls here will squirt sarsaparilla soda at milking time. Now, go grab a hunk of that hay, and bring me a snack.”

And that was possibly how it went, how my life-long kinship with cows began. Oh, it might seem like a rather odd parenting method. But it worked. I’ve never been afraid of cows, or almost any animal. But of all of them, I think cows are the coolest.

Of course, had this happened today, my father and grandfather would be doing time and I’d be appearing on the “Today Show,” promoting my new book, “Holstein Horror: How I Faced down the Backside of a Cow and Survived” … soon to be a full-length feature film, starring George Clooney.

But while I’ve never met a cow I didn’t like, I’ve noticed a couple small news items lately that have me a tad worried, to be honest. I know cows to be quiet, gentle creatures, or at least they used to be.

In Boxford, Mass., six bovines came out of the darkness and crashed a backyard party. They didn’t bring potato salad, but they did arrive thirsty. According to the police report, the pack proceeded to push aside party-goers in their way and went “right for the beer.” They even knocked over glasses to spill themselves some more. “They enjoyed it, no doubt about it,” said one police official.

Bessie? Slurping the suds? These aren’t the friendly, cuddling cows that I know and love! But wait, there’s more.

Also in Massachusetts, outside the small Berkshire County town of Richmond, emergency personnel received a call to come to the aid of a man who had been knocked out by a cow along on a rural road. Medical staff arrived at Swamp Road to find the unidentified man unconscious, but breathing. The cow had fled the scene.

What’s happening? Cows make milk, not war!

I’m afraid this could be just the beginning. They could be taking over. If they do, listen carefully to me – I know cows. Don’t scream. Speak quietly. If they ask for it, bring them some hay.

But if their tails suddenly go up, as if reaching up to heaven itself … run.

Give me a beer … now … or I’ll punch your lights out.