We ask too much of our play-by-play announcers sometimes when it comes to ad reads.

Just think of all the wild promo reads that Kevin Harlan has done over the years. And who can forget James Bates’ FBoy Island promo reads on The CW during an ACC football game?

Baltimore Orioles announcer Kevin Brown is game for just about anything, but even he couldn’t keep it together during a read for an upcoming promotion.

The O’s were lambasting the Toronto Blue Jays 14-4 in the bottom of the eighth inning during the first game of Tuesday’s doubleheader, and the MASN broadcast figured it was a good time to promote the Cowser’s Corral Fan Section.

Colton Coswer, dubbed “The Milkman” by commentator Ben McDonald, has become a favorite of fans, who will often “moo” at games and dress up as milkmen. Hence, the creation of the fan section for select games, some of which were coming up.

“I’m not entirely sure why we’re on camera, I think it’s because we have to do the Colton Cowser promo read,” said Brown.

“And you were excited about that, by the way,” chimed in McDonald.

Brown then started and quickly failed to maintain his composure as the country jamboree music kicked in.

Honestly, the comedy that ensued probably did more to promote the special promotion, which included a limited edition cow-themed hat, than a boring ad read would have ever accomplished.