"When they zig - you zag" to paraphrase Luke Sullivan who knows how to craft great and entertaining ad ideas from the ground up. Miller Lite must have been paying attention, as the beer wars now show Bud Light staying with risky comedy, while Miller does "product as hero" pack shot ads.
Miller's strategy is paying off, as Bud Light failed to woo anyone with their poor choice of Amy Schumer and Seth Rogan as spokespeople in their "Political party" campaign, where they discussed the wage gap and made "big caucus" jokes. The sales decline didn't budge and Bud Light took the ads off the air. "Apparently Bud Light wants to play politics" Miller's VO sneers in this ad, which then just reminds us they have fewer carbs in their Lite beer. "Well, that's one easy debate." Wise move, Miller lite, you are currently winning the beer wars, even if you basically just read the brief as VO in this ad.

Chief Marketing Officer of MillerCoors, David Kroll, saw the light years ago. He explains that the new campaign is "very much separating us from the direction our competitor is going down. We have a leader in our segment that is actually sticking with the model from the past that very much centers around more sophomoric humor and hedonistic fantasy." Brands can get lost in humor, as well all know, and Kroll warned that Bud Light had lost its way: "They have orbited their brand around humor rather than humor being in service to the brand. We are not opposed to being funny. But when you are funny, clever or witty, it needs to be in service of what the brand is trying to say and what our point of view is and not the other way around."

Ad agency: TBWAChiat/Day Los Angeles
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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