Miller High Life will be taking out a one-second ad for the Super Bowl this year. You read that right: one second. Part advertising gamble and part smart business practice during a recession, instead of paying $3 million for an ad on Super Bowl Sunday, they’ll drop $100k for what will amount to as a blip on the radar. I mean if you blink at the right time you’ll miss it. But with that said, I think it’s a good idea.
Because the thing about advertising is you never know how successful you are and what makes it successful. The only thing you know for sure is that it’s better to do it, than not to do it. What’s been lost now, especially with Super Bowl Ads, is there’s really nothing new under the sun. Sobe Life Water did that stupid Thriller inspired ad and what did it get them? Emerald Nuts did that great ad with Robert Goulet and what did it get them? I still drink Gatorade/Powerade & eat Planters Honey Roasted Cashews. They took a shot and probably didn’t see the return on their investment that they hoped for. Unless they wanted to live on in YouTube infamy, which in that case they were successful.
Here we are about 10 days out from the Super Bowl and Miller’s already made noise. They already have a website up and they have an entertaining ad series going with the delivery guy established. So they’re ahead of the game in terms of awareness which will lead to the advertising promised land of reach and frequency. This will be picked up by local and national news outlets, giving them free adverting on top of what they’ll pay for the ad. How this will translate to sales is impossible to measure, but it definitely won’t hurt them.
One thing for sure is: It’s hard to mess up when you only have a second to work with. And doing it all for $100 grand is even better. Is it really that bad that NBC had to accept this to begin with?