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Sunday, January 29, 2006 - Page updated at 12:00 AM

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Fun Notes: Got endorsement deals? Matt does

Seattle Times assistant sports editor

Drink milk, be a Super Bowl quarterback.

Or is it the other way around?

In what has become a Super Bowl tradition, quarterbacks Matt Hasselbeck and Ben Roethlisberger will be wearing milk mustaches as part of the popular "Got Milk?" ad campaign.

Hasselbeck was photographed Wednesday at the Seahawks' facility in Kirkland.

Of course, everyone who's anyone has been in a "Got Milk?" ad.

In the mid 1990s, milk consumption was down and a New York ad agency was hired to do something about it. The result is one of the most successful campaigns ever. (Legend has it, the first idea was to place photos of cows upside down on the page. It's probably a good thing they went with Plan B, photographing famous people with milk mustaches.)

The ads have inspired so many "Got (fill in the blank)?" jokes that the top 100 have been compiled as a poster sold on www.gotmilk.com. Got conflict? Got tickets? Got options? Got the munchies? (By the way, you can also buy "Got Milk?" hats, mugs and baby clothes on the site. These guys don't miss a trick.)

If there's not enough for you on the official site, you can also check out the www.whymilk.com site, or you could read "The Milk Mustache Book: A Behind-the-Scenes Look at America's Favorite Advertising Campaign," by Bernie Hogya, one of the geniuses behind "Got Milk?"

As with anything this popular, though, there's bound to be a backlash.

And it comes from The Physicians Committee for Responsible Medicine, which launched an anti-milk campaign last year. Their ad reads:

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"Got Lactose Intolerance? 75 percent of people do, particularly people of color. If you're lactose intolerant, you may have grounds for a lawsuit."

Catchy, huh?

You can check out their site at www.MilkMakesMeSick.org.

Everyone's a poet

Sister Jean Kenny is a guidance counselor at Holy Trinity in Chicago. She likes to write Super Bowl poems for some reason. She says she'll be reading this one on CNN on Super Bowl morning.

Sister Kenny says team owner Paul Allen sent her a Seahawks hat and a 12th Man pin to wear for the occasion. She didn't say if that had anything to do with her prediction of a 30-27 Seattle victory.

Anyway, in case you're too busy to catch the Sister's act next Sunday, here's her poem:

Welcome football fans to this eXtra Large game,

Watch the resilient Seahawks soar to Super perch fame.

They've been flying high all season and deserve national acclaim,

The yellow and black big Bus stalls and so does their game.

A mechanical meltdown for the Steelers is sure,

They can't get no satisfaction and that's hard to endure.

Big Ben gets his clock rung and there is no cure,

The shredding of Terrible Towels has to be endured.

Master Mike Holmgren synthesizes Paul Allen's team,

High-scoring and winning is his Super Bowl dream.

Earning R-E-S-P-E-C-T in Motown is his grand scheme,

Matt Hasselbeck and Alexander the Great are supreme!

Copyright © 2006 The Seattle Times Company

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