Peter Berg & The Rock’s Epic Lengths for Milk

Bicoastal Pony Show director Peter Berg leads Dwayne “The Rock” Johnson in the National Milk Mustache got milk? campaign’s first-ever commercial to air during Sunday’s big game. The action-packed :30 commercial, created by Deutsch – A Lowe and Partners Company, will air in the second quarter of the game and showcases at what lengths a parent will go to make sure their kids have milk with its essential protein and nutrients in the morning. 

 

Berg and Johnson previously collaborated on the 2003 action comedy, The Rundown.

 

In order to deliver a :30 of blockbuster proportions, Deutsch NY strategically brought on Berg and Johnson due to their vast feature film experience. Notes Deutsch Chief Creative Office Greg DiNoto, “With more than 110 million Americans watching, the Super Bowl is a one of a kind opportunity to educate Americans about milk’s value. The Super Bowl bring together an iconic campaign, a breakfast staple and an American pastime. There is a great chemistry between Pete and Dwayne that makes every frame work.”

 

The :30 ad will air during the second quarter—but fans can see a :60 extended cut at MilkMustache.com and on Facebook.com/MilkMustache.

 

Once both Johnson and Berg were signed on, Berg brought on board a production team of highly seasoned feature film veterans, including Oscar-nominated cinematographer John Schwartzman. With experience working on some of the highest budget Hollywood films, the expert crew was able to dexterously move through the numerous prop and effects-heavy shots during the two-day shoot in Long Beach, CA.  Adds DiNoto, “The team that [Peter] put together are all veterans of creating big, blockbuster scenes. Quite rewarding to see people who have done this on big features time and time again getting a thrill out of making it for a commercial.”

 

Notes Berg, “For me, it doesn’t really matter whether it’s a commercial, music video, documentary, TV show or movie, it’s the same process—trying to tell stories. Whether we’re shooting some giant series of explosions or a visual effects shot of a cat stuck in a tree, I try to focus on making the best shots and telling the best stories.”

 

The ad opens on Johnson discovering an empty gallon of milk in the refrigerator to his kids dismay. On his quest to get more milk, he encounters many challenges as he chases the milk truck. Blissfully ignoring the chaotic scene, The Rock proudly returns to his apartment, delivers the milk, enjoys a glass himself, stating, “Time to go work,” as more challenges arise outside his window. The spot closes with a voiceover and accompanying super, “Protein To Start The Day. got milk?”

 

Credits

 

Client: MilkPEP

Title: “Morning Run” :30

CEO: Vivien Godfrey

VP, Marketing: Julia Kadison

Marketing Director: Victor Zaborsky

Marketing Manager: Katie DeGenova

Agency: Deutsch NY

Chief Creative Officer: Greg DiNoto

SVP, Creative Director: Bernie Hogya

VP, Associate Creative Director: Chip Rich

EVP, Director of Integrated Production: Joe Calabrese

VP, Senior Producer: Josh Litwhiler

Partner, General Manager: Sal Taibi

EVP, Group Account Director: Jonathan Lange

Account Director: Lisa Stroh

Account Supervisor: Emily Goodwin

Assistant Account Executive: Danielle Barish

Senior Project Manager: Michael Schlachter

Senior Business Affairs Manager: Emily Nargi

Production Company: Pony Show Entertainment

Director: Peter Berg

Executive Producer: Susan Kirson

Executive Producer: Jeffrey Frankel

Producer: Helga Gruber

Producer: Fern Martin

Production Supervisor: Gareth Wood

DP: John Schwartzman

Editorial: Rock Paper Scissors

VFX: The Mill

2D Lead: Corey Brown

3D Lead: Chris Bernier

VFX Producer: Charlotte Arnold