"The Rock" filming the "got milk?" Super Bowl commercial
"The Rock" filming the "got milk?" Super Bowl commercial

Lions, clowns and milk…oh my!

This year the Milk Processor Education Program (MilkPEP) is going big to help bring consumers back to fluid milk. They are pulling out all the stops for a 30-second commercial that will air during the second quarter of Super Bowl XLVII, which will be broadcast by CBS on Feb. 3.

With more than 1100 million eyes glued to the pinnacle of the NFL football season, MilkPEP is making sure to make every second – and every dollar – count.

According to The New York Times, the commercial features Dwayne “The Rock” Johnson, who will go to any means to make sure his children have milk for their breakfast cereal. Through stilt walkers, clowns and even a lion, Johnson has his eyes on the milk. The ad is being directed by Peter Berg, the force behind “Friday Night Lights.”

“Where better to kick off a new strategy designed to educate American families about the importance of starting your day with milk at breakfast than with one of America’s favorite family-friendly actors during one of America’s largest family-friendly events,” Vivien Godfrey, CEO of the Milk Processor Education Program (MilkPEP), said in a news release. “Dwayne Johnson is a terrific role model and a devoted father who believes in the importance of milk at breakfast for the whole family. He’s been vocal about his love of milk and it being a good source of protein in the morning – so we felt he was a natural fit.”

The advertisement marks a push by MilkPEP to increase its presence among Super Bowl commercials. Last year, MilkPEP’s advertisement during the game was shown to only select markets. This year, it will be added in an advertising lineup that includes Anheuser-Busch InBey, Coca-Cola, GoDaddy and PepsiCo.

Read from The New York Times.