Miller High Life will have 1-second Super Bowl ad

[via bizjournals]

MillerCoors said Tuesday that it will premier a one-second ad for its Miller High Life brand during the Super Bowl broadcast Feb. 1.

The spot will focus on the brand's current campaign that features the burly High Life delivery man who aims to reinforce the brand as a "good, honest beer at a tasty price." MillerCoors notes that air time for a 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.”

MillerCoors must buy the commercial time through local market NBC affiliates because the brewer's top competitor, Bud Light brewer Anheuser-Busch of St. Louis, has an agreement that makes it the exclusive national alcohol advertiser for Super Bowl XLIII in 2009.

To build anticipation for the debut of the one-second ad, which may not air in all parts of the country, High Life has launched The Web site features several of the one-second ads that didn’t make the cut, as well as a 30-second teaser ad that begins airing later this week. The ads were created by Saatchi & Saatchi of New York City.

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