Milk Processor Education Program Opts For Bigger Super Bowl Ad Presence

 A marketer that until now has had a low-key Super Bowl presence is going all in this time around.

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.”

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.

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