A series of new “got milk?” ads continues the departure from the milk-deprivation approach of past campaigns and instead skewers the recent baseball steroids scandal, depicting milk as a performance enhancer.

Five new 30-second spots from the California Milk Processor Board take a mock serious tone, as television sports shows report on a serious “substance” being abused by athletes. The baseball players are shown caught “pouring” on surveillance cameras, crying during interviews and denying usage to reporters.

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.

The series aired in October, to coincide with the Major League Baseball playoffs. Many of the spots open as faux sports-news programs, with a somber anchorman reading copy next to a TV screen containing a single word: “Controversy.”