I have to begrudgingly admit that there might be one or two marketing minds far greater than mine .  The creative team in charge of the new Miller High Life “1-Sec Ad” Superbowl commercial definately would fall under that category.  While the concept seems silly its Brilliant in its simplicity at raising the brand consciousness.  Its rather ironic that in order to make sense and be effective they would have to run an ad FOR the ad

The final spot, which is being held under a very tight security in essence mocks the traditionally long winded, elaborate, exorbitantly expensive spots and instead reinforce the brand as a “good, honest beer at a tasty price.”

The campaign subtly makes reference to the current economic crisis by noting that 30-second commercial during the game is selling for as high as $3 million

“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,” said High Life senior brand manager Kevin Oglesby, in a press release. “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.”

In essence the campaign tries to appeal to the everyman who may in fact be struggling in this economy.  The burly Miller delivery man speaks to that and sympathizes with their struggle.  Very well done.

Here is a montage of the ads Miller would have you believe didn’t make the cut.

Anheuser-Busch has been the official Superbowl beer sponsor for a gazillion years so in order to see the ad you have to get luck that Miller bough local time in your viewing area.  If you miss it, I’m sure they’ll post it on YouTube immediately following its airing.  Great job.