by Michelle Lentz
This just makes me laugh, as I suppose it was meant to do. While I’m aware it’s a marketing stunt, I still think it’s rather brilliant and brand-conscious.
MillerCoors said Tuesday that it will premier a one-second ad for its Miller High Life brand during the Super Bowl broadcast Feb. 1.
The spot will focus on the brand’s current campaign that features the burly High Life delivery man who aims to reinforce the brand as a “good, honest beer at a tasty price.” MillerCoors notes that air time for a 30-second commercial during the game is selling for as high as $3 million.
“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.”
So there you go. They don’t want to pay $3 million, so they’re going for $100,000. Of course, Anheuser-Busch is (as always) the beer sponsor for the big game, so Miller has to buy their ads through local markets. Because we might all not get to see the 1-second ad, you can visit www.1SecondAd.com to see what they’re thinking. Stunt or not, it’s fun and appropriate advertising for our current climate.
Here’s an ad for the ad (yes, I get the irony):
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Contact Michelle on Twitter or via email at michelle [at] writetech [dot] net. Find her online at Write Technology or Wine-Girl.net.