You could see this one coming like a hung breaking ball. The new “controversy” ad campaign from “got milk?” has caused, well… a controversy.

The tongue-in-cheek campaign positions milk as a performance enhancer and pokes fun at baseball’s steroid scandal. Major League baseball is not too pleased with the ads, according to statements given to a San Francisco newspaper.

“There is nothing humorous about steroid abuse,” said Tim Brosnan, executive v.p. for business for the league. “I would think that the California Milk Processor Board and their advertising agency would know better regarding an issue that threatens America’s youth.”

The ads debuted in October, featuring baseball players who get busted for using a performance-enhancing substance: milk. Developed by longtime CMPB advertising agency, San Francisco-based Goodby, Silverstein & Partners, the commercials are the first to tout milk as super food - in all of its health promoting benefits. Other recent “got milk?” messages have focused on bone- building benefits.