'Got milk?’ going big with Super Bowl ad

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The Rock Got MilkBEVNET.com"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.

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oklahoma  |  January, 15, 2013 at 04:31 PM

This ad is good and fine but the checkoff money being spent is money that could stay in the farmers pockets instead of The Rocks. Another example of wasted farmer earned money spent by someone on the checkoff money tree and who has no idea of the plight of the nations dairy farmers.

SC  |  January, 16, 2013 at 03:27 PM

I too believe the money is being wasted by MilkPep. However, the actor just happens to be in it. MilkPep should be placing it's advertising back into the company albeit raising milk prices to a possible $5 or more. Consumers take the grunt again. I'm thankful I am not one of their consumers

Henry Parsons    
MA  |  January, 17, 2013 at 12:35 PM

It's about time....seems like more publicity should have been given to the Olympic athletes that used milk as a refreshing supplement after their workouts... Unless I am uninformed, I am interpreting that Milkpep is funded by the milk processors...if so it is a welcome change to their IDFA stance of subjugating farmers on every political front. I believe the "milk mustache" is their dime, too. Advertising pays, but on a limited budget, you need to be assured that you're getting the most bang for your buck.

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