David Rosenberg: Why The Rock Is The Perfect Hero For Milk’s Spot [Super Bowl 2013]

David Rosenberg: Why The Rock Is The Perfect Hero For Milk’s Spot [Super Bowl 2013]

Dairy campaign, which stars the affable super hero, keeps its commercial short but surprisingly sweet.

David Rosenberg, IPG Media Lab
  • 10 february 2013

When I took the challenge of reviewing the latest ‘Got Milk?’ television commercial, I knew it was going to be difficult given the long, quality history of this campaign. However, the Super Bowl is the show of all shows and the evaluation criteria must be very strict. With media costs running over $4 million and likely the same level of production costs, the ‘Got Milk?’ team really needed to make their first appearance in the Super Bowl score big points. And, they did.

For starters, the ‘Got Milk?’ legacy is no stranger to celebrity but when Dwayne Johnson (a.k.a. The Rock) is starring in your Super Bowl spot; you have to give immediate kudos to the casting. He has amazing cross over appeal. Dwayne’s range carries from the WWE to kids movies, making him a tough guy to some but also endearing to others (in this spot, The Rock is featured running through city streets to find milk while still in his pajamas). Now consider that Nielsen Media reports that the already narrow gap between male and female viewers of the Super Bowl continues to shrink year after year, add in the massive viewership, and it is hard to find a spokesman with this kind of attraction. A very smart choice when you are looking for a return on celebrity investment.

Now with respect to the creative, the storytelling is actually simple. The kid’s milk has run out at home during breakfast and nothing will stand in the way of The Rock getting more milk for them. As he ventures out into the city’s lawless chaos to retrieve it, our hero encounters many over-the-top, action film clichés including saving a kitten in tree, rescuing an old lady from an escaped lion, stopping bank robbers and fighting aliens. Normally, Dwayne would tackle these challenges in all his movies but for this spot, he embarrassingly makes them all wait until the milk is delivered. The spot concludes with our hero delivering the milk and then heading out to take care of business in his usual character starting with punching out an alien. From a production perspective, the vignettes are all over-produced hyperboles that are generally a bit hokey, but that is the point. It’s a Super Bowl spot and a great example of creating entertainment media to fit the broadcast environment.

‘Got Milk?’ really worked for the Super Bowl. It had clear storytelling, was produced like a Hollywood action flick, demonstrated Dwayne’s affable qualities and raised the profile of the product itself to action hero status. I tried to be tough on the spot but found myself shamelessly liking it because it was just right for the big game.

Got Milk?

Check out more Super Bowl 2013 coverage on the site today, and join us for a Google Hangout at 2pm EST on


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