Ad Report Card – Miller Lite
The Spot:
In this ad an average looking guy is in a convenience store and sets a 6-pack of Miller Lite beer on the counter. The guy then starts a conversation with the store clerk about how he is doing karaoke later. The store clerk then asks to hear him sing. At first the guy says no, then he grabs a beer and belts out the first two lines to Carry On Wayward Son.
The guy’s performance is very dramatic, and then a pretty girl walks in the store behind him. The guy abruptly stops his performance quickly leaving the store. The guy states that he goes on at 9 as he walks out the door, then pops his head back in the store to say maybe 9:30. The ad ends on an image of a Miller beer sign stating that as long as you are you its Miller time.
Check out the ad below:
The Challenge
Beer commercials often show what the desired lifestyle may be while consuming the product. Miller Lite wanted to find a way to differentiate their product from the competition.
The Idea
The commercial states that as long as you are you #ItsMillerTime. Miller Lite wanted to show someone embracing who they were while using the product, instead of showing you that your life will be better by using the product. It is the opposite approach some of Miller’s competitors take.
The Execution of the Idea
This commercial uses an iconic 40 year old song that is very well known consistently being used in movies and television brings a sense of nostalgia to the audience.
The guy and the store clerk converse as if they are old friends. Having a good conversation, the store clerk persuades the guy to sing in the middle of the store.
Miller not only looks to provide humour in the middle of the ad when the girl walks in, but also near the end when the guy pops his head back in the store.
What Works? Why?
This commercial uses a humorous appeal technique. Because it is funny, you laugh at the guy who has made a fool of himself singing into a bottle of Miller Lite in front of a pretty girl. You also laugh at the guys reappearance in the store. This commercial is entertaining.
Miller Lite’s slogan is Its Miller Time and they look to promote the consumer owning who they are while using the product. Miller looks to empower its customers to be bold and be themselves.
What Doesn’t Work? Why?
There is no interaction as a direct response from the female in this advertisement. The ad concept is to embrace who you are and choose Miller Lite, but you never see if the girl embraces this concept replying to the guy.
When the guy has the beer in a microphone position you do not see the Miller Lite logo. In my presentations class I have been taught the importance of keeping your product visible throughout your campaign. In this ad the bottle was rotated showing what could have been any bottle.
Grade:
This ad does what it sets out to do. It creates a humorous situation, promoting individuality while using the Miller Lite product. However you are left with questions like why the two characters didn’t interact at the end of the commercial. You are still left asking how the product is connected to the female character.
Answering these would have been as simple as saying “I’ll be there, save me a Miller Lite.” This interaction would have been flirty and fun embracing the concept of being yourself and having a good time while enjoying Miller Lite.
Kirsten Walt 