My Favourite Super Bowl ad: Miller High Life - Pete Favat, chief creative officer, Deutsch North America
The 2015 Super Bowl is just days away, and the advertising carnival already in full force, with major brands gearing up for another multimillion dollar bonanza. We speak to some of America's top executive creative directors for their favourite Super Bowl adverts from over the years. Pete Favat, chief creative officer, Deutsch North America picks the unique 2009 Miller High Life ads.
Everyone’s going to pick Apple's ‘1984’, which is still the best ad of all time. And since I can’t technically choose VW's The Force since we did that one, my favorite would have to be Miller High Life's one-second spots in 2009 from Saatchi & Saatchi.
They used their well known ‘truck driver’ character to sprinkle a series of one-second ads throughout the entire game. The culmination was essentially a three-hour commercial and the audience got little ‘sips' of beer throughout the entire broadcast. (My favorite spot was 'One Missisippi.’)
Their strategy was extremely disruptive and that approach had never been done before, which is something we all strive to do with our work.