1 Second Super Bowl Ads

The annual tradition of gathering with friends to feast on seven layer dips, cheezits and chili is coming up...the Super Bowl. And with that comes the best and most expensive advertisements for the whole year. However, this year Miller High Life is breaking from the tradition of paying millions of dollars for 3 minute commercials, and has annonuced it will focus on the brand's current campaign that features the burly High Life delivery man who aims to reinforce the brand as a "good, honest beer at a tasty price," with a one-second ad for its Miller High Life brand during the Super Bowl broadcast.

The Business Journal of Milwauke reported that air time for a 30-second commercial during the game is selling for as high as $3 million.“Miller High Life is all about high quality and great value, so it wouldn’t make sense for this brand to pay $3 million for a 30-second ad,” said High Life senior brand manager Kevin Oglesby, in a press release. “Just like our consumers, High Life strives to make smart choices. One second should be plenty of time to remind viewers that Miller High Life is common sense in a bottle.”

To build anticipation for the debut of the one-second ad, which may not air in all parts of the country, High Life has launched www.1SecondAd.com. The Web site features several of the one-second ads that didn’t make the cut, as well as a 30-second teaser ad that begins airing later this week. The ads were created by Saatchi & Saatchi of New York City.