CLIENT
MillerCoors
Kevin Oglesby, Director Super Premium Brands
Barrett White, Associate Brand Manager
AGENCY
Gerry Graf, Chief Creative Officer
Mark Rolland, VP, Management Director
Nick Miaritis, Account Supervisor
Diane Burton, Senior Producer
Ralph Watson, Creative Director
Andy Carrigan,Creative Director
Jody Moore, Account Director
MC Media
Nathalie Gasper, Associate Media Manager
Upshot
SUMMARY
Miller High Life endeavored to steal Budweiser's thunder during the Super Bowl despite Budweiser having event exclusivity and a budget 55x that of High Life's during the game. High Life sought to make an economic statement by bringing common sense back to the Super Bowl. The "1 Second Ad" creative idea was rooted in media innovation and successfully leveled the playing field by sparking media wildfire. High Life volume growth during the Super Bowl far exceeded competitors, and the campaign generated significantly more buzz following the game than Budweiser.
