You know the economy's bad when Miller beer can't afford a whole 30-second Super Bowl commercial.
“Bon jour Milwaukee.”
That's a one-second advertisement that did not make the cut. Miller High Life plans to premier a one-second commercial during the Super Bowl broadcast.
Tom Ryan with MillerCoors admits, the tiny tease is not solely based on the recession.
“It's a little bit of that, but probably more so a connection to what Miller High Life stands for. It's a great product with a great value. Ice cold common sense in a bottle is what we call it.”
People often tune in to the Super Bowl just to see the ads, so Ryan says Miller is taking advantage of that opportunity.
“It's a nice chance for us to remind consumers that we realize that they make smart choices when it comes to purchases and looking for a great brand with great quality products and values. We do the same thing so, we thought instead of spending $3-million for 30 seconds during the Super Bowl we'd go with one second … have some fun with that.”
The selling price for a 30-second ad during the big game is as high as 3-million bucks. But, how much for just one second?
“We can't go into the exact details of how much it's going to cost. They're still working on that and finalizing the details.”
Cost-saving measure? Sure. But Ryan admits it is kind of a marketing gimmick, and it is getting attention. Ryan says they found a great value, and a way to have some fun with the company's popular deliveryman — all in just one second.
“One Mississippi.” (Another short ad that didn't make the cut.)
So, Ryan says, you had better pay attention!
“If you blink, you will miss it.”
The Super Bowl takes place on February 1st. To see the ads that didn't make the cut, visit www.1secondAd.com , (such as the following:)
“Miller Time.”
AUDIO: Jackie Johnson report (1:41 MP3)
