Could anything really replace “Got Milk?” in our hearts? The California Milk Processor Board, who commissioned the wildly successful “Got Milk?” ads, has a new advertising campaign to get people to start drinking milk again, highlighting PMS. Titled “Everything I Do Is Wrong,” the campaign uses the recent findings that milk can help with PMS as part of the advertisement. The ads have headlines such as “I’m Sorry I Listened to What You Said and Not What You Meant” and “We Can Both Blame Myself” and shows an apologetic man carrying cartons of milk. The campaign has already been met with criticism that it is sexist. Milk board executive director Steve James acknowledged any advertising that uses PMS is a “third rail,” but he said they are “hoping it ignites some social-media discussion and conversation.”