September 11, 2005

Miller Ad Campaign Shoots the Moon

Miller GirlMiller Brewing will be shifting the perspective of its TV ads, moving away from its typical male-centric ads to one featuring someone from the fairer sex. In an industry inundated with sex-sells advertising this might not sound shocking, but you might be surprised by who that woman is.

"Beginning next week, the "High Life Man" campaign will give way to spots featuring a female figuratively and literally out of this world: the "Girl in the Moon" character who has symbolized High Life on packages, signs and ads since 1907, four years after the brand was introduced.

The moon maiden, believed to have been inspired by a Miller family daughter, granddaughter or goddaughter, is to be brought to life to narrate commercials that are 30, 60 and 90 seconds long, to be followed by online and retail ads. The spots, by the longtime High Life agency, Wieden & Kennedy, take a highly unusual tack for mainstream beer advertising, typically aimed at, if not the lowest common denominator, then perhaps the very next one up."

Read more at nytimes.com.

The campaign will start Thursday during the season premiere of "Survivor," and the long version of the ads will be viewable at millerlightlife.com.

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Posted by Jake Jamieson at September 11, 2005 7:59 PM

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We didn't need any new gussied-up beer ads to tell you that Miller High Life is the champagne of beers. We've been drinking it for years, savoring it more for the low price than for the taste. That's why we...[Read More]

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