Last year’s round of Super Bowl ads had something a little bit different. MillerCoors bought one second ad spots to promote Miller High Life during the big game; that’s right, one second. The company had to purchase the spots on local affiliates around the country that were showing the game because Budweiser has exclusive national advertising rights as the official beer of the Super Bowl.
Take a look at a collection of ads that didn’t make the final cut, but still give you a good idea of the campaign’s overlying concept:
The decision to do single second commercials was explained in an ad leading up to the game, but also officially explained in a press release by senior brand manager Kevin Oglesby. “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. 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” (pulled from The Business Journal).
The ads fit well with the brand’s identity and created quite a buzz due to their unique and original delivery (not to mention that they were very funny). While they aren’t widely recognized as some of the Super Bowl ad greats, they are some of my personal favorites and were definitely innovative and fresh.
Comment below and let me know how you liked the ads!