Corporate Eye

Miller Introduces the 1-Second Ad

miller_high_life1Who 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

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.
 
Comments

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)..

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