UPDATE, February 1, 2009: The one-second Miller ad aired at 8:08 PM CT.
Windell Middlebrooks said, "High Life!"
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Windell Middlebrooks was Jay Leno's guest on Monday's Tonight Show.
You might not recognize his name, but he's a well-known personality.
Middlebrooks is the Miller High Life Guy.
Step aside, mon ami.
(Photo/YouTube)
I suppose Middlebrooks was booked as a guest as part of NBC's promotion of its coverage of the Super Bowl this Sunday; and I'm sure Miller was happy to get the exposure.
Middlebrooks promoted Miller's "1 Second Ad" set to air during the Super Bowl. Usually, guests on talk shows hawk movies or TV shows or books or music. It's not often a guest promotes a commericial.
The Super Bowl Sunday TV spot for Miller High Life will last just one second. It's part of MillerCoors LLC's strategy of selling High Life as a good beer that's a great value, in contrast to a certain St. Louis-based brewer that's spending millions on the Super Bowl.
The nano-ad will feature High Life delivery man Windell Middlebrooks, whose ruminations on common sense - punctuated with jabs at the perpetually pretentious - have been the center of the brand's marketing campaign since 2007. The one-second spot was not available for preview. But it's safe to say Windell won't be windy.
"Obviously, it's pretty short," Kevin Oglesby, High Life senior brand manager, said Tuesday.
Rejected ads can be viewed at a new Web Site, http://1secondad.com/ They include Middelbrooks uttering things like "Miller Time."
Also on the Web site is a 30-second teaser spot, created by Saatchi & Saatchi, New York, that will begin running Monday. It shows Middlebrooks talking with some co-workers about the high costs of a Super Bowl ad, with NBC reportedly getting $3 million for 30 seconds.
Anheuser-Busch Cos., the nation's largest brewer, has exclusive rights to run beer ads during the Feb. 1 national broadcast. MillerCoors is buying air time on local NBC affiliates throughout the country for its High Life spot, which will be seen by about 60% of the national audience, Oglesby said. The local markets include Milwaukee.
...Along with the teaser ads, including radio spots, and the one-second spot, MillerCoors also will benefit from the news reports about the stunt, Oglesby said.
Middlebrooks' Tonight Show appearance is exactly the sort of benefit that Oglesby says will come as part of Miller's advertising stunt.
Miller says:
Paying $3 million for a 3-second commercial makes about as much sense as putting sauerkraut on a doughnut. Actually, even that makes more sense. We'd rather have our message short and to the point, if it means delivering more beer at a tasty price.
I think it's a great idea, especially given the consumers that Miller is trying to reach. It fits in perfectly with the Miller High Life advertising campaign that has had Middlebrooks as its pitchman.
$3 million for a 30-second commercial is unreal. In-game ad revenue should reach over $200 million for NBC.
Times are so bad economically. No doubt about it. That's what makes it hard to comprehend spending $3 million for 30 seconds, $100,000 per second.
Those numbers are astronomical.
I guess even the worst economic crisis in our lifetime can't put a damper on the Super Bowl.
The crisis didn't put a damper on Barack Obama's inauguration, the most expensive in history.
It's notable that during one of the supposedly worst economic crises in this country's history, life goes on -- extravagantly.
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Have some fun! Go to 1SecondAd.com.
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