Milk Mustache Campaign Super Bowl Xlvii Tv Comm... File

The 30-second ad—and its popular extended version—follows Johnson as he discovers the milk carton is empty. To ensure his kids have milk for their cereal, he ignores a series of escalating catastrophes in a "big small film" style:

After finally securing a gallon of milk from a milkman, he takes a chug and prepares to "save the world," even threatening to give the invading aliens a "People's Elbow". Milk Mustache Campaign Super Bowl XLVII TV Comm...

At the time, airing a 30-second spot during the Super Bowl cost approximately $3.8 million . While on his quest, Johnson casually bypasses bank

While on his quest, Johnson casually bypasses bank robbers, a loose mountain lion, chaotic circus clowns, stilt-walkers, and even an alien invasion. Commercial Content & Highlights The campaign was highly

The campaign's first-ever Super Bowl TV commercial, titled " Morning Run ," aired during Super Bowl XLVII in 2013. Directed by Peter Berg , the action-packed spot features Dwayne "The Rock" Johnson as a father on a high-stakes mission to get milk for his family's breakfast cereal . Commercial Content & Highlights

The campaign was highly successful, generating over 2 million online views and resulting in an estimated 2.6 million incremental gallons of milk sold.

This was the campaign's first Super Bowl TV ad after 17 years of iconic print ads. It was also Dwayne Johnson's first-ever commercial.