A one-second Miller High Life ad played during the pregame of the Super Bowl. Prior to Super Bowl Sunday, MillerCoors ran an ad to build the debut of the one-second spot so that people would watch for it on Sunday.
This is definitely a fresh idea; Miller took a different route and successfully gained buzz from the audience. The company uses strategies to relate with the consumer by sending the message that its beer is “common sense in a bottle”, with the theme being, “why would they spend 3 million dollars on an ad”. The ad tries to persuade the audience by giving viewers a rational idea that the quality beer brand doesn’t need to spend millions of dollars to get you to buy Miller High Life. The brand did a complete 180 of what the Super Bowl is all about in the advertising world, which is trying to come up with the funniest, most innovative and creative commercial out there. Instead, the beer company crafted a plain and simple message that created a lot of hype. Knowing that a one-second commercial is very easy to miss, MillerCoors developed a campaign so that people would be ready for it with a humorous ad staring the popular High Life delivery man.
The Super Bowl is one of the biggest opportunities for advertisers, and the brand definitely took strategic advantage of the event. With all the positive responses, it goes to show how effective it is when great ideas are paired with great strategies. The advantage that Miller High Life had over all the other commercials during the Super Bowl was that it was a completely different idea than all the other ads trying to get inside the consumer's head; therefore, it made it easier for the audience to remember that “one-second commercial.” The ad communicates with the audience by relating with them on how tough the economy is. The ad conveys the message that MillerCoors does not have money to spare just like the majority of the people in America today. This empathy gets the audience’s attention because now people can think, “Yeah, High Life is right, let’s make things simple these days and use common sense.” Then they just want to crack open a High Life beer!
With the success of this “one-second commercial” idea, do you think we will be seeing more ads like this or at least trying to develop strategy that moves against the norm of conventional advertising like Miller has done?
Here's a few one-second ads that didn't make the cut -
Submitted by guest author Natalie True.