Miller High Life commercial
The Miller High Life Super Bowl XLIII Commercial (aired Sunday February 1, 2009) was the first Super bowl commercial by a national organization to last only 'one second long. The commercial was designed to circumvent the high cost/per second of Super bowl advertising spots.
Marketing
During Super Bowl XLIII a thirty-second ad spot sold for $3 million. Senior Brand manager Kevin Oglesby believed the commercial would connect to customers who would also be making smart choices during the 2009 economic recession. The idea was to demonstrate Miller High Life’s common sense philosophy.
To promote buzz for the mini-ad High Life has launched www.1SecondAd.com , featuring several other examples of one-second ads that did not make it to air time. The revolutionary ad also received publicity from articles running in USA Today and other prominent publications.
Production
The ad features Texas native Windell Middlebrooks playing a Miller High Life delivery guy and touting the brand as an obvious choice for viewers. The ad plays off of the Super Bowl XLII High Life commercial in which Middlebrooks critiqued other Super Bowl ads.
Negotiations
In order to get around Budweiser’s exclusive sponsorship deal with Super Bowl XLIII, MillerCoor’s bought up airtime from local NBC affiliates who carried the game.