Miller High Life To Show 1-Second Ads During Superbowl
Blink and you'll miss it. Miller High Life has bought up 1-second slots advertising to air during the Superbowl. The spots feature a boisterous Miller High Life (MHL) truck-loader named Wendel shouting out phrases and doing silly things inside a MHL loading dock. "Happy can," "Cham-pagne of beers," "pigskin gravy," "Frugal bugle," are some of the things says in the preview spots posted on 1secondad.com.
The brilliant use of the format dovetails perfectly with the beer's brand identity. “Miller High Life is all about high quality and great value, so it wouldn’t make sense for this brand to pay $3 million for a 30-second ad,” said High Life senior brand manager Kevin Oglesby, in a press release. “Just like our consumers, High Life strives to make smart choices. One second should be plenty of time to remind viewers that Miller High Life is common sense in a bottle.”
I've been predicting for the past year that MHL was poised to become the PBR of the recession, perhaps this campaign will cement it. Wendel also has a bunch of clips on YouTube, many of which are much longer than 1 second.
1SecondAd [Official Site]
Miller High Life will have 1-second Super Bowl ad [Business Journal]
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Comments:
Well, you have to agree it's innovative.
They do have a good ad team, I think this will work out in their favor.... As of now we are already talking about them so it has worked.
Hey, thats a pretty good idea! Why not just throw a can of miller up for a split second during the game. Subliminal ads much?
Is it still subliminal advertising if they tell you they are doing it?
I can't believe they made a show about the Geico cavement but this character is without a presence in crappy network lineups. I'm sure it'd get old fast, but I would watch a few episodes of the High Life guy battling conspicuous consumption and ridiculing the pretentious.
@pschroeter: probably not. But yeah, I think it's a pretty good idea. I guess this is a baby step from when there would be ads spliced into movies at the theater.
@Dead Wrestlers Society: I sure hope Tyler Durden doesn't work for the Miller advertising department.
This reminds of me of what they do on Family Guy with the weatherman. 1 second shout snip it = 5 minutes of non stop laughing
I'm reminded of Family Guy...
"And now to Ollie Williams for the black weather forecast. Ollie."
"IT'S GONN' RAIN!"
"Thanks Ollie."
... and then people will write about them on blogs and link to the web site, and then all the news stations will say "OMG, have you seen the tiny ads?" and then they'll show them. And then You Tube will explode with the novelty of the tiny ads. Etc., etc. When advertisements become "news," everybody wins!
Seems like a good investment to me.
Creating buzz about an ad that hasn't even been aired? The kids at Mad Men would be jealous.
@cabjf:
I'm placing a bet right now that over half of everyone who takes that challenge will be plastered by the 2nd half.
And the site shows a couple 'full-length' ads that may air during the pre-game programing as a set-up.
I think its brilliant. They will definitely get noticed during the game and especially after on all those 'best commercial' recaps. Which is the point, right?
Gross.
"Miller High Life is all about high quality and great value, so it wouldn't make sense for this brand to pay $3 million for a 30-second ad," said High Life senior brand manager Kevin Oglesby, in a press release.
So whoever kept screwing up by buying those 30 second ads at $3 million a pop has been fired. Right?
I think some advertisers have already been doing this, or our cable ad feed is really screwed up. We get these one second bits of an ad before it goes into the next one. But they are always a memorable portion of the ad in that one second. The one that I have seen many times is one second of the Shamwow ad. "Hi this is Vince" and it cuts out. I think it is on purpose since I see it almost daily.
Genius.
What a set-up for a beer drinking game during the Super Bowl!
@bohemian: Vince is truly an evil genius. My favorite is from the food chopper: "and you're going to love my nuts!"
The ad itself is not even important. Ive heard radio shows talking about it, websites talking about it and even people at work talking about it. Miller will get more press than any other expensive and regular length super bowl ad. That is definitely money well spent.
@PsychicPsycho3: There's nothing innovative about getting a large black man to act crazy for others enjoyment e.g.:
Martin Lawrence as Big Momma
Tyler Perry as whatever crap he does
Eddie Murphy as The Nutty Professor
Ollie Williams in The Family Guy
1secondad.com, huh? Does this compete with deadbeatdad.com? :)
This is a great idea for the brand. The real shame is that they have to purchase time from local stations as Budweiser has the national sponsorship for the time being. Some markets may not get to see the one second commercial.
I personally love High Life and its $8.50 a 12 pack here in MA.
So who gets the :29 slots that are left over? Are they discounted by 3.333333%?
@bohemian: I think those are just timing mismatches between local and network cable ads. It's the most memorable part of ads because they frontload the most memorable parts.
Does it matter if they get all this publicity if the beer still sucks? Miller Low Life, the beer of felons.
I'm pretty sure that dumbass Enzyte company (with "Smiling Bob") is already doing this. I hear little 1-2 second snippets of the jaunty theme song in between regular sized ads, with a quick flash of the 1-800 screen.
@bohemian:
I always figured that was Comcast double-selling ad slots. Maybe I am wrong but I wouldn't put it past them.
DH works for a Miller distributor loading and driving trucks. I told him he is going to have to start saying "pigskin gravy" to see if anyone at work catches on.
Not to nitpick (which is exactly what I'm doing), but some of those ads were about 5 seconds long.
I just hope none of the Super Bowl's more obese viewers don't spontaneously explode while the ad runs...
Its Miller... TIME?