Dwayne "The Rock" Johnson was in the East Village earlier this month to shoot a "Got Milk?" commercial that is set to air during Super
Dwayne "The Rock" Johnson was in the East Village earlier this month to shoot a "Got Milk?" commercial that is set to air during Super Bowl XLVII on Feb. 3. ( Thomas Wasper For the Press-Telegram)

LONG BEACH FAVORED TO WIN SUPER AD SUNDAY: The starting lineup for Feb. 3's Super Bowl XLVII has been in place for days now. All that's been missing is the incidental matter of which two teams are going to be playing between the super commercials.

Ever since Broadway Joe Namath touted the wonders of Noxzema 40 years ago during the telecast of Super Bowl VII, and even more so since Ridley Scott produced an ad about the almost mystical wonders of the Macintosh computer (with one entire megabyte; you'd never need anything bigger than that!), the ads shown during the game have been anticipated and viewed - and most importantly, remembered - more than the big game itself.

This year's game, between our beloved San Francisco 49ers and the Baltimore Ravens, will be wedged among ads costing as much as $3.8 million for 30 seconds.

And the cost of airing the commercials is only a part of the budget for the sponsors, who use big-name talent to push their products into the red zone.

We're not sure what it costs to get Buzz Aldrin, the second man on the moon, to hype a contest for AXE men's care products, but it can't be cheap.

Also doing turns in the bowl will be Kate Upton and Usher for Mercedes- Benz, Beyonce for Pepsi, Kaley Cuoco for Toyota, and Danica Patrick and Bar Refaeli for the always broad-minded GoDaddy.com.

But the biggest name of all (we say, blithely skipping past Beyonce) on Super Ad Sunday is Dwayne "The Rock" Johnson, who has gone from pro-wrestling buffoon to not-bad actor. His Super Bowl spot for the "Got Milk?" campaign, scheduled to air during the second quarter, was shot earlier this month in the frequently filmed East Village and in downtown's Kress Building.

Filmmakers, led by director Peter Berg ("Friday Night Lights") turned the intersection of Elm Avenue and First Street into a circus gone-amok on Jan. 8 and 9, with a lion, stilt-walkers, strongmen, barkers, clowns and other (not to pigeonhole them) three-ringers scattered about, with our man The Rock, decked in a T-shirt, slippers and garish pajama bottoms, stopping at nothing to procure a gallon of milk for his kids' breakfast cereal.

Afterward, the talent and crew went back in time, to one of the penthouse condos (the one next to Jesse James' old pad) to film the horrifying opening-of-the-refrigerator scene, in which Johnson discovers he's out of milk.

So, we like The Rock's spot to win the viewers' choice as best Super Bowl ad in 2013.

And the 'Niners by 11.

BEST IN HISTORY: Long Beach Heritage has announced the winners of its annual award winners in the various fields of conservation, preservation and restoration in this town.

Architect Paul Tay, who designed some of the coolest ranch-style and rancho- inspired residences in Long Beach is the winner of Excellence in Architecture.

In the Preservation Award categories, the winners are:

Rehabilitation: Willmore City Heritage for the Jergins Pillar project

Cultural Resources & Reports: The Historical Society of Long Beach Press-Telegram Collection

Stewardship: Jean Bixby Smith and Barbara Bixby Blackwell

Restoration & Rehabilitation: Chris Hogan for the Minnie Butler Guest House, and Christopher and Mary Ann Zawalski for the residence at 514 E. 14th St.

Restoration & Preservation: Josh and Jen Amstone and Doug and Rochelle Kramer for the residence at 3253 Karen Ave., and J.R. van Dijs and Greg Gill for the Arts Building at 236 E. Third St.

Rehabilitation & Adaptive Reuse: Rancho Los Alamitos Rancho Center and Barns Area

Contextual In-Fill-In: Studio One Eleven for the parklets at 2030 E. Fourth St. and 420 E. Fourth St.

The awards will be presented Feb. 21 in the Grand Salon aboard the Queen Mary. Tickets are $120. For info and to purchase tickets, go to www.lbheritage.org.

tgrobaty@yahoo.com, 562-714-2116 or twitter.com/grobaty