One Second Was All Miller High Life Needed to Make Its Point During the Big Game
While it took four quarters of gridiron action to learn who the best football team in the nation is, it only took Miller High Life one second to remind viewers around the country that High Life is common sense in a bottle.
In contrast with other companies that spent an estimated $3 million for 30 seconds of airtime, Miller High Life broke from conventional commercial formatting and aired a 1-second spot during the Big Game, which can now be viewed online at www.1SecondAd.com.
"The overwhelmingly positive response we've received leading up to tonight's commercial debut shows that consumers are embracing our message of a quality beer at a tasty price," said High Life Senior Brand Manager Kevin Oglesby. "We didn't need to spend millions of dollars for half-a-minute when our common sense philosophy can be conveyed in just one second."
To build anticipation for the debut of the one-second ad, Miller High Life began airing a 30-second teaser ad on Jan. 20 and launched www.1SecondAd.com. The web site features the Big Game ad, several of the 1-second ads that didn't make the final cut, as well as the 30-second teaser spot. The Big Game ad, featuring the popular High Life deliveryman, aired throughout the majority of the country on local NBC network affiliates.
Editor Note: Broadcast-quality videos of the ad and hi-res images are available for media to download by visiting www.epkzone.com/millerhighlife.