Great find from Sports Crackle Pop, who were skimming the NBA Preview issue of Sports Illustrated when they came across this milk ad featuring Chauncey Billups of the Denver Nuggets, and decided to call bullshit on it.

“How do I cool down after a hot workout?” the ad asks. “I bounce back with lowfat milk. The unique mix of nutrients helps refuel my body and the protein helps build muscle. It’s an assist I never miss.”

An incensed SCP responds:

There is no way Chauncey Billups drinks milk after working out. In fact, no one on the planet does that. It is the most disgusting thing I have ever heard.

Chauncey Billups drinks a combination of water and the electrolyte heavy sports beverage of his choice when he finishes a work out. This is because he is a human, and no human finds the idea of phlegm-producing dairy products to be appealing while their body is recovering from aerobic exercise.

It’s science, damn it!

To be fair, drinking V8 after a workout is actually a lot more disgusting—especially cracking one open in a packed van after four nonstop hours of pickup hockey, Beau—but the overall point they’re making here is pretty fair. I’ve never quite understood why the milk folks want to keep pushing this angle for their product. I mean, there are lots of times it makes sense to have a glass of milk, but after—or during—exercise? Have these ad agency people ever actually tried this?