Howard Davidson Arlington, MA

Marketing Guy – Arlington, MA

Miller Lite Takes Consumers Inside the Vat

  • Sumo

MillerCoors’ new campaign for the Miller Lite brand takes consumers inside the product itself, using GoPro cameras to film the beer in the vat.

Miller Lite

If you watched the NFL playoffs, you’ve undoubtedly seen the ads several times. MillerCoors decided to ring in the new year by focusing on the Miller Lite brand – more specifically, on the beer itself.

The two video spots consist almost entirely of extreme close-ups of Miller Lite being poured in various ways. The beverage is shot in manners that make it look like a waterfall, a galaxy floating in space, cascading snowflakes, or an igniting jet engine.

The cinematography really is quite engrossing, and the filmmaking process is as interesting as the spots themselves. TBWA Los Angeles placed a high-definition GoPro camera into a 700-gallon tank of Miller Lite, filming the beverage from the inside out.

According to a company memo, the goal of the ads was to film “the golden pilsner beauty from within to create product shots unlike anything that’s ever been seen before.” While that statement may be a bit hyperbolic, I like MillerCoors’ simple approach here.

They’re focused on the product – with a straightforward message – but without being stale or boring. Miller Lite sales were already on the rise, seeing a 4% volume increase in November alone, well before these ads even launched. MillerCoors’ strategy sure seems to be working.

Howard Davidson Arlington MA

18 Comments
  1. Martin

    Ah I loved this campaign. I mean there are so many good things about which I can go on and on but I must confess that you have written this very well Howard Davidson Arlington MA…You have captured the essence very well here…

  2. Chris

    Oh yes! I have seen this ad Howard Davidson Arlington MA…The idea is simple but the way they have captured and presented it is astonishing…Good Job!

  3. Kane

    Ohhh, I loved this commercial Howard Davidson Arlington Massachusetts..I think it is a class act, designed and shot tremendously. Well crafted, well done to the creative team behind this.

  4. Marlon

    Good Job Miller lite. I saw this commercial couple of days ago and enjoyed it thoroughly. This is how you do it…Thanks for sharing Howard Davidson Arlington MA…

  5. Steven

    Miller lite has done this beautifully. Everything about this ad is perfect. A simple concept presented using high quality movie making skills. Thanks Howard Davidson Arlington MA for sharing…

  6. David

    Oh Yes, this is delicious. This commercial is very artistically shot and raises the level of cinematography. I am glad I be able to read about it here, thanks Howard Davidson Arlington MA

  7. Tim

    Good concept, which is extremely well filmed. I can recall some similar concepts but none of them was done as elegantly as this. Cheers Howard Davidson Arlington Massachusetts for sharing this.

  8. Jacob

    Yes, Millet Lite did sapped us in. Brilliantly done and accurately presented. Thanks for the share Howard Davidson Arlington Massachusetts.

  9. Jesse

    This is imagination personified. Creativity at its very best. Good concept presented with great flair. Well done Howard Davidson Arlington Massachusetts for writing on it.

  10. Jacob

    Oh well done Millet lite, this new campaign is stupendous. Well shot and narrated, superbly done. I am glad you wrote about this Howard Davidson Arlington Massachusetts.

  11. Rodger

    Boy, I really admire the brains of these creative people. They at times come with ideas that are simply outstanding. This one though was simple but is pictured aesthetically. Good Work. Thanks Howard Davidson Arlington Massachusetts for sharing

  12. Kevin

    Miller lite has scored big with this. I was already a big fan of this brand and its value in my eyes had further increased. Thanks for sharing this information Howard Davidson Arlington Massachusetts

  13. David

    Hey Howard Davidson Arlington MA,

    Yes, this ad is superb, your words and comments on this post almost covers everything I feel about this commercial. Well Done!

  14. Vivian

    I agree to most of the above mentioned comments. This is artistry at its best. Well done Miller lite, good job done! Thanks for sharing Howard Davidson Arlington Massachusetts

  15. Andy

    Things they can do with technology today. This is a very good commercial that delivers what it focuses at. Good article Howard Davidson Arlington Massachusetts.

  16. Franklin

    Yes, Miller does take us to a splendid visual tale of storytelling. It is fascinating and at the same time innovative…Good work on this Howard Davidson Arlington Massachusetts.

  17. William

    Well Done to Miller, these guys have brilliantly captured the mood of their fans. Excellent video done with Crisp editing. Thanks for sharing H.oward Davidson Arlington MA

  18. Shane

    Yeah, Miller lite has shot this well. This is one of their best campaigns in recent years. Well done and well done to you Howard Davidson Arlington Massachusetts for sharing this information with us.

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