Miller Introduces the 1-Second Ad
February 25, 2009
Who would have thought that a one-second beer commercial during the Super Bowl would get noticed? Miller.
At a time when brands are competing harder than ever to get noticed between the clutter of messages consumers receive each day, Miller decided to break the television advertising mold with a one-second commercial.
If you didn’t see the ad, check it out below.
What I love about this ad is its simplicity. It reminds me of the Budweiser “Wassup?” commercials. Of course, Budweiser had intended to push the word “true” in those ads, but “wassup?” became a term that permeated U.S. culture as fast as any Seinfeld quote like Frank Costanza’s classic “Serenity now!”
You can see two Budweiser “Wassup?” commercials in the video below.
And for fun, here’s a “Serenity now” clip from Seinfeld.
So what does this tell us as marketers? First, a well-placed ad with a simple message can work. According to AC Nielsen, the one-second Miller ad moved the rating meter the same as the average 30-second commercial did during the 2009 Super Bowl, and sales for Miller High Life jumped the week after the commercial aired. In other words, it really does pay to think out of the box and break the mold. The question is whether or not your company is ready to be the next trendsetter. In today’s economy, it could be what sets the winners apart from the losers (or at least the companies that will be here this time next year and those that will have to shut their doors).
What do you think?
Hat tip to Brand New Day for this post topic.
Image: Flickr
This post was written by Susan Gunelius.
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this creative, but imagine u have 30 different ad in 30 sec, that would be something consumer never prepare for… every one would stay tune and try to guess what commercial.
nice post Susan..but I guess brevity of presentation is the only fact which’ll make it news..or else, as pointed out, 30 different 1 sec ads would spell doomsday for everyone(slot sellers as well as buyers)..