Paying Less for More Buzz
Miller High Life is approaching the Super Bowl in a unique way this year. Instead of committing $3 million for a 30-second spot, the beer company will be airing a one-second ad, known as a “blink,” for a fraction of the price. The commercial will feature actor Windell Middlebrooks who has been the spokesperson for the Miller High Life commercials since 2007.
To generate buzz about the ad, Miller High Life launched a website, http://www.1secondad.com/, where people can view the full 30-second commercial and a series of one-second ads. The site also features list of items that you could also get for $3 million, besides a 30-second Super Bowl ad. Items include 230 tons of smokehouse bacon, 79,000 porterhouse steaks and 15,000 sky dive jumps.
“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,” Kevin Oglesby, Senior Brand Manager at Miller High Life.
Even though Miller High Life will be the only advertiser with the one-second spot, other advertisers share Mr. Oglesby sentiment. In years past, companies have aired ads that asked consumers to buy products at regular prices. This year however, advertisers will appeal to consumer’s wallets and funnybone. For example, wallet-friendly restaurant, Denny’s, will feature gangsters sitting around a booth having a serious conservation when a Denny’s waitress walks up starts spraying whip cream in smiley faces on their pancakes.
Whether an advertiser will be airing a one-second ad or a 30-second ad, the Super Bowl is one televised event where viewers actually watch the commercials. There has been so much buzz around this year’s ads, I’m more excited about the commercials than the game. Not only that, I’m interested to see what other people at my Super Bowl party will say about the one-second ad (if they even see it).