Short-Form Ads
We at ASM were tickled pink about the prospects for Miller High Life’s 1 Second Super Bowl Ad. In practice, however, we were a little disappointed. Like the folks over at OnlineVideoWatch, a few of us missed the one 1-second ad. We were thinking they would spread $3mm out in 30 1-second adlets across the game – I guess Miller only wanted to plunk down $100k. Fair enough. Dollar for dollar, it likely generated more positive buzz than some other campaigns.
An ad that short is bound to be missed by many – especially as it was placed in the middle of the 3rd quarter, when the game looked to all the world like a cakewalk. It makes us wonder, though – how much extra would Miller have had to pay to squeeze its tiny little ad in between plays, rather than between commercials:
Al Michaels: “Edgerrin James with a two-yard carry.”
Cut to High Life Guy: “High Life!”
Cut back to Al Michaels: “Second and eight coming up.”
Maybe next year…
