Football stars from Michael Strahan to Hakeem Nicks have appeared in the National Milk Mustache ‘got milk?’Campaign print ads for the past 17 years. As the campaign continues to evolve, the team begins production on its first Super Bowl TV commercial to appear in the biggest football game of the year.
The 30-second spot stars Dwayne “The Rock” Johnson, who has managed to successfully balance his tremendous professional career with his family life, which continues to be his main priority. Johnson’s success as an actor, producer, athlete and author has gained him worldwide recognition both in and out of the spotlight.
The ad is directed by Peter Berg , actor, director, writer and producer best known for his on-screen role in “Chicago Hope” and who just wrapped production on the film adaptation of “Lone Survivor.” Created by Deutsch, A Lowe and Partners Company, the ad will air in the second quarter of the game and bring to life how including milk’s protein and essential nutrients at breakfast helps fuel active, successful days.
“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,” said Vivien Godfrey , CEO of the Milk Processor Education Program, which represents America’s milk processors and runs the National Milk Mustache ‘got milk?’ Campaign.
“It’s the perfect platform to reinforce milk’s powerful nutrient punch – including the 8 grams of high-quality protein provided in every serving. Milk in the morning helps the whole family tackle the day.” Godfrey added, ” 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.”
More than 2.7 billion gallons of milk are currently consumed at breakfast in the U.S. each year. The new morning meal-focused commercial is part of a larger, integrated effort to reinforce milk as the breakfast beverage of choice and spotlight its nutrient contributions as part of a daily breakfast routine. The effort includes in-store retail and consumer promotions along with extensive digital advertising and social media activity. Consumers will also have the chance to help America’s milk processors direct $250,000 in Fuel Up to Play 60 grants to schools across the country to help give kids greater access to a healthy breakfast.