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Miller Genuine Draft hosts impromptu party in ad by Joachim Back


By Amy Houston, Senior Reporter

April 14, 2022 | 3 min read

Global beer brand Miller Genuine Draft, alongside creative agency partner BBDO Zagreb, has just dropped its latest ad campaign that takes inspiration from youthful free thinkers.


Miller ad by BBDO Zagreb / Miller

‘It’s Our Time’ plays on the feeling that young folk have felt quite separated the past couple of years and celebrates eventually being able to have some real fun together in person.

“This campaign is designed to really capture the mood of our drinkers. They want to socialize on their terms, free of the constraints imposed by Covid and those imposed by convention,” said Paul Cornell, global brand director at Miller.

“They want to define how they have fun and want it to be creative, original, memorable, without pretention. We call this fresh socializing and it’s just like Miller, which is uniquely brewed to be the freshest tasting bottled beer”.

It’s an upbeat spot with a catchy soundtrack that depicts a group of young people who are redefining the ways in which they hang out. They leave their daily routine behind and take what they can – furniture, decorations, stereo equipment, beer – from their surroundings to contribute to their improvised get-together.

“The most challenging aspect of working on a project of such massive scale and on so many markets is keeping the heart and soul of the idea intact – fresh, real and vital,” added Ivan Čadež, creative director at BBDO Zagreb.

“That is why we are proud to say that, across all edits and different local versions, the contagious, groovy and feel-good vibe and optimistic anything-is-possible motivational energy of the film shine on.”

The project is a collaboration between the Molson Coors brand directors, BBDO Zagreb, Stink Production from Berlin and Tuna Icon from Belgrade. Oscar-winning director – and famed beer ad aficionado – Joachim Back led the campaign, alongside Simon Chaudoir who is credited with the film’s cinematic virtuosity.

Miller Genuine Draft: It's Our Time by BBDO Zagreb

By Miller Genuine Draft

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