One second ads

5 05 2009

From Sarah Hewett

I chose this ad because I think it is a different method then those discussed in class. High Life decided to take a different approach to the 30 second advertisements during the super bowl and made a “One-Second-Commercial.” High Life made a series of one second ads and then aired a few of them, using a different creative strategy then the usual beer companies. Instead of focusing on the taste or experience, high life is simply positioning its product’s name in consumers’ minds by being unique. However, this is a good example of how a creative idea can grab viewer’s attention even with only a second of air time.

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2 responses

11 05 2009
Nick Cody

I think this strategy is only effective when you combine it with the promoting ads for it. Weeks up until the Super Bowl, there were 2-3 commercials that had the “Miller High Life Guy” talking to co-workers about how much money it costs to air a Super Bowl ad. These were humorous and interesting, and definitely had me watching for their self-promoted “one second” commercial. When I saw the commercial during the game, me and my friends all had a huge laugh. It was hysterical and lame at the same time. But my family members and friends who hadn’t been in on the joke hardly even noticed the ad. Who knows, they tried something new. Maybe some folks walked away from the experience thinking “what if that wasn’t the whole commercial?” or “what happened there?” and then had High Life in their mind, or maybe the ad was just a disaster and a waste of time/resources. Either way, it was worth a try, because it was low risk.

5 05 2009
Melissa Shanahan

I think Miller’s “1 second commercial” idea is definitely unique, but not very effective. Because Miller is already an established brand I guess advertisers felt that they didn’t really need to sell the attributes of the beer as much as they needed to remind customers to keep Miller in their consideration set. This message could get confused, however, because with limited airtime customers are forced to make their own assumptions about the message. If I saw this commercial, for instance, I wouldn’t think its short length was intentional. Rather, I would probably think that the ad accidentally got cut off as broadcasters transitioned to a new ad because I find that TV commercials sometimes get interrupted midway through. Or, customers might realize that it was meant to be only 1 second long, but they might infer that this was because Miller was too cheap to buy airtime during the Super Bowl. Even worse, the ad’s short length could cause people to completely forget about it because it doesn’t give them enough time to think it over. Either way, I don’t think these possible responses to the ad could be positive for Miller.

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