A broadcast known mostly for beer and soda is getting something different this year: a tall glass of milk.
The Milk Processor Education Program, aka MilkPEP, is preparing its first Super Bowl commercial for the Feb. 3 telecast on CBS, The New York Times reports.
The 30-second spot, from Deutsch in New York, will star Dwayne Johnson, aka, The Rock. Directed by Peter Berg of Friday Night Lights fame, the ad will reportedly show the lengths to which a father will go to make sure his kids have milk for their cereal in the morning. The production company behind the spot is Pony Show Entertainment.
UPDATE: The spot has now been released. See it below.
Thematically, that sounds reminiscent of the recent MilkPEP spot with Salma Hayak in which the actress arrives home from a fancy night out to find she has no milk for the morning—so, she sets out on a wild goose chase to find some.
The Super Bowl spot will be a crazier affair, however. Photos taken this week on the Long Beach, Calif., set of the commercial show a lion, muscle men, stilt walkers and clowns.
MilkPEP is best known for its milk-mustache campaign. It licenses the "Got milk?" tagline from the California Milk Processor Board, which runs its own separate marketing campaigns.