Miller Lite: Followers by DDB Chicago
- Location:
Before there was social media, there was beer at the bar with friends. In a new campaign, beer brand Miller Lite is staking a claim that ‘Miller Time’ was the ‘original social media’ and it’s shutting down its social feeds in support.
An artfully shot spot by DDB shows a man just about to walk out of his apartment. He looks through the peephole and sees a group of people waiting for him, so he sneaks out the back via his fire escape. He hits the ground running as he sees the swarm running after him. Along the way, several others are in similar situations, dodging their approaching gangs and evading their photographs. As the spot rolls along, we see selfie-obsessed people and social posters galore.
Finally, the hero arrives just outside his local bar, the gang waiting for him to move. He has an idea to remove his shoes and throw them to the crowd, which is wearing similar footwear, and run to the bar. As he joins the other two who had been chased, the action turns from black and white to color, from tense to happy as the text-over states: “A few friends are better than a few thousand followers. Here’s to the original social media.”
Offline, Miller Lite will be practicing what it preaches by rewarding consumers who “unfollow us to the bar” with free beer.
Miller Lite itself will be going dark on social media, too, taking two weeks off from posting and also debuting a limited-edition “dark” version of its classic white can to mark the occasion.
Credits
Client: Miller Lite
CMO: Michelle St. Jacques
Vice President – Miller Family of Brands Portfolio: Anup Shah
Marketing Director: Courtney Bryant
Senior Marketing Manager: Alan Bremerkamp
Creative Agency: DDB Chicago
Chief Creative Officer, DDB Worldwide: Ari Weiss
Chief Creative Officer, DDB Chicago: John Maxham
SVP, Group Creative Director: Myra Nussbaum
Chief Production Office: Diane Jackson
Executive Producer: Keith Jamerson
Associate Creative Director: Nick Howard
Associate Creative Director: Nick Stoner
SVP, Group Account Director: Kiska Howell
Account Director: Samantha Hickey
Chief Strategy Officer, DDB North America: Eric Zuncic
Chief Strategy Office, DDB Chicago: Tricia Russo
SVP, Group Planning Director, Adam Crandall
Senior Strategist: Jonathon Palmer
Sr Production Manager: Zoe Grubbe
Production Manager: Jillian English
Talent Manager: Chris Quinn
Director of Music: Alec Stern
Sr Project Manager: Jen Polan
Production Company: Rattling Stick
Director: Ringan Ledwidge
Director of Photography: Adam Arkapaw
Partner/Executive Producer: Joe Biggins
Executive Producer: Jeff Shupe
Line Producer: Joey Zadwarny
Editorial: Work Editorial
Editor: Rich Orrick
Assistant Editor: Theo Mercado
Executive Producer: Marlo Baird
Producer: Brian Sharwath
Audio Post: Sonic Union
Sound Designer: Steve Rosen
Sr. Producer: Pat Sullivan
VFX Post: Blacksmith
VFX Super Iwan Zwarts
Creative Director – Tom Bussell
Executive Producer – Charlotte Arnold
Producer – Bindy St. Leger
Color: Blacksmith
Colorist: Mikey Pehanich
Music: Woodwork Music
Composer: Philip Kay
PR Agency: IFC Next
Media Agency: Connect