'Got Milk' Gets a Super Bowl XLVII Commercial

The Milk Processor Education Program, known as MilkPEP, which is funded by the nation’s dairy makers, is buying a commercial during Super Bowl XLVII, to be broadcast by CBS on Feb. 3. The 30-second commercial is planned for the second quarter of the game.

The commercial will feature Dwayne Johnson, known as the Rock, in a fanciful look at how far a father will go to make sure his children have milk for their breakfast cereal. The spot is being directed by Peter Berg, the actor and director who was the force behind “Friday Night Lights.” The ad shot in downtown Long Beach California was a circus like atmosphere with clowns, a lion , stilt-walkers and muscle men. See photos.

MilkPEP is familiar from years of campaigns that add milk mustaches to the upper lips of athletes, actors, musicians and other celebrities. The campaign also includes the slogan “Got milk?” that is licensed by MilkPEP from the California Milk Processor Board, for which the slogan was originally created.

Until now, MilkPEP’s participation in the annual Super Bowl marketing scrum has consisted of running newspaper ads before or after the game. The ads feature quarterbacks, or other star players, from one or both of the participating teams; the players sport milk mustaches and promote the benefits of milk. A print campaign begins with Super Bowl XLVI champion, Victor Cruz wearing the famous milk mustache. Also slated are new “got milk?” Milk Mustache Super Bowl print ads pregame featuring a key player on each of this year’s Super Bowl-bound teams, to be unveiled in New Orleans leading up to the game. After the game a print ad, featuring the player from the winning team, to run in USA Today the morning after the game.