Miller's One-Second Super Bowl Should Make Ad Makers Quiverby
Miller High Life’s one-second Super Bowl ad may have seemed like a stunt, but according to post-game analysis by AC Nielsen, it moved the sales needle just as much as if it ran for 30–seconds.
Here is the ad.
Sales of High Life, a brand within the Miller franchise that hasn’t exactly been at the center of the brewer’s marketing strategy, spiked 8.6% during the week after the Super Bowl vs. the same period a year earlier, according to AC Nielsen. Sales were up 5% from a year earlier the week before the game.
What’s interesting about the 1-second ad is that it comes at a time when online media types are trying to come up with effective ad formats to support online video. Taking a 30-second ad from TV and repurposing it to support a three minute sports clip or the like understandably seems like a bad idea. But a one-second ad, done right? I can envision a whole lot of effective one to three second ads:
Ford Fusion Hybrid: “41 MPG. Dang!!”
Starbucks: Pike Place: “My Cuppa Joe!”
Burger King Whopper: “Hooooooey. Whopper Time.”
Who else has some one second ad ideas?