Miller Coors is providing airtime to four small businesses in its 30 second spot at the Super Bowl this year. The beer, known for the Miller High Life Common Sense campaign with a one second advertisement in 2009, will be associated with Del’s Barber Shop in Escondido, Calif., Tim’s Baseball Card Shop in Chicago, Ill., Loretta’s Authentic Pralines in New Orleans, La., Bizarre Guitar & Drum in Phoenix, Ariz. as well as Dan, Miller High Life’s very own no-nonsense deliveryman.
To build excitement for the commercial, which will air across much of the country through buys with local market CBS affiliates and owned-and-operated stations, a 30-second teaser ad will hit the air beginning this week. Additional content, including outtakes from the Big Game commercial shoot and information on the four businesses featured in the ad as well as others that are living the High Life, will be available online at www.MillerHighLife.com.
Click on the image below to play the teaser video in YouTube (HD)
Click on the image below to play the Super Bowl commercial in YouTube (HD)
“Miller High Life is all about common sense and nothing makes more sense than giving deserving small businesses the opportunity to be a part of the Big Game,” said Miller High Life Brand Manager Joe Abegg. “These businesses live the High Life everyday by retaining a steadfast commitment to service and authenticity. What better way to show our appreciation for hard-working Americans who share High Life’s values than by providing a primetime stage for a few to tell their story?”
Miller High Life scoured the country to identify potential businesses to be featured in the Big Game commercial. From the many qualified companies that stood out, the folks at Miller High Life had the difficult task of narrowing it down to a few small businesses from around the country.
“We had a lot of fun working with the owners of these companies and we think they represent small businesses across the country very well,” said Abegg. “We hope this experience has been as positive for them as it has for us and that it only serves to help small businesses thrive.”
The Small Business campaign was created by Saatchi & Saatchi, New York, by chief creative officer Gerry Graf, creative director/art director Ralph Watson, creative director/copywriter Dan Kelleher, executive producer Diane Burton, senior integrated producer John Swartz.
Editor was Chuck Willis at The Cutting Room Films with executive producer Susan Willis and producer Melissa Lubin.
The interactive campaign was developed at iMundo by digital design director Jon Ellis, Flash developer Max Yobst, motion graphics designers Brett Sebens, Tim Fogarty, Itzel Quintero, and digital product manager Christy Behrman.