Milk Won't Just Do a Body Good; It'll Do a Body SHATTERPROOF.

Milk's seen a fine trajectory: from nondescript white cereal enhancer to mustache marks on famous faces.

Ladies and gents, we have come a long way from the Dixie Chick days. In partnership with X-Men Origins, Wolverine's whipping out his indestructible talons for the Body By Milk campaign.

Tagline reads, expectedly enough, "X marks the spot." And to quell any temptation to call Milk out for insinuating it could give you an exoskeleton, the body copy doubles as a tactful disclaimer:

My power to regenerate might be top secret but my ability to re-energize is simple. Milk has protein to help build muscle and a unique mix of nutrients to help you refuel. So eat right, train hard and drink lowfat milk. That's just common mutant sense.