MILLER HIGH LIFE ONE-SECOND SUPER BOWL COMMERCIAL.
The challenge: How do you sell beer in a Super Bowl owned by Budweiser? Budweiser had 8 minutes of airtime during the game, we only needed one second. We weren't going to waste time, we couldn't afford to.
Part of the fun of High Life was it has such a simple brand promise, "A refuge for the real". Some of these following ideas are things we always tried to push them to do and get made — things that prove that promise. These are few of my favorites, including something I still can't believe wasn't a slam dunk, the Champagne-size bottle of High Life - the Champagne of Beers.
Miller High Life Commercial string
This didn't go anywhere but was the start of what I thought was a great campaign for Miller High Life LIGHT. "Be less full of yourself." A series of three e-cards to send to friends who may have been taking themselves too seriously, and geo located to invite them for a High Life Light at the nearest bar that serves it.