Miller High Life in One Second

Miller High Life delivered one second of common sense during the Super Bowl this year, a short and sweet commercial that cost a fraction of the $3 million charged for 30 seconds.

Windell Middlebrooks in Miller High Life one second ad

Miller’s High Life deliveryman, played by actor Windell Middlebrooks, gives us one second of inspiration. The spot, online at, is designed to remind viewers that “High Life is common sense in a bottle”.

The site includes a section highlighting the buying power of $3 million: 230 tons of smokehouse bacon, 300 tons of charcoal, 18,000 belt buckles, or 17 bulldozers, among others.

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Other One Second Ads

A number of takes lasting as long as it takes to say “One Mississippi”.

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Pre Game Promotion

Miller invested in spots leading up to the Super Bowl, promoting the concept of the one second advertisement. After all, there’s no point in buying a second if no one knows it’s coming.

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The High Life campaign was developed at Saatchi & Saatchi New York, by chief creative officer Gerry Graf, creative director/copywriter/director Andy Carrigan and Ralph Watson, copywriter Mitch Gage, art director Kristin Graham, agency executive producer Diane Burton.

Filming was edited by Stephane Dumonceau and Alex Israel at Final Cut, with executive producer (animation) Stephanie Apt, producers Melati Pohan and Lindsay Nowak, director/director of photography Joe Arcidiacono.