2010 GOLD

MEDIA IDEA

1 SECOND AD CAMPAIGN

MILLER HIGH LIFE, MILLERCOORS

Kevin Oglesby, Director Super Premium Brands
Barrett White, Associate Brand Manager

SAATCHI & SAATCHI

Gerry Graf, Chief Creative Officer
Mark Rolland, VP, Management Director
Nick Miaritis, Account Supervisor
Diane Burton, Senior Producer
Ralph Watson, Creative Director
Andy Carrigan,Creative Director

DIG COMMUNICATIONS

Jody Moore, Account Director

MC MEDIA

Nathalie Gasper, Associate Media Manager

UPSHOT

Miller High Life endeavored to steal Budweiser's thunder during the Super Bowl despite Budweiser having event exclusivity and a budget 55x that of High Life's during the game. High Life sought to make an economic statement by bringing common sense back to the Super Bowl. The "1 Second Ad" creative idea was rooted in media innovation and successfully leveled the playing field by sparking media wildfire. High Life volume growth during the Super Bowl far exceeded competitors, and the campaign generated significantly more buzz following the game than Budweiser.