Quick thought about the Miller Ad Age article today (High Life’s One-Second Spots Yield 8.6% Sales Boost After Super Bowl). Miller’s one-second ads can be found on 1SecondAd.com. The article infers the recent campaign and one-second Super Bowl commercial have resulted in an 8.6% increase in sales.
On the surface it sounds great:great sales,less advertising. The economic-sensitive advertising premise for Miller is also intriguing –
“Miller announced plans to air the ads —and placed a bunch of them online —on Jan. 20. The spots’inherent critique of spending so lavishly on advertising in a recession —“Paying $3 million for a 30-second commercial makes as much sense as putting sauerkraut on a donut,”a promotional website said —drew national notice,including coverage in USA Today and other major media outlets.”
You can just hear the marketing/advertising banter around the nation:“We don’t need to spend $3 million. We just need a breakthrough one-second idea. So,let’s go around the table …”Don’t Blink. It reminds me of the DVR-killer commercial for KFC Snackers.
Hmm,could Miller’s one-second commercial be generated from the KFC idea? Although a one-second commercial may be the perfect ad unit for the A.D.D. generation,it probably is also a one-hit wonder,having very little to do with sales. The Ad Age article states Miller sales were up 5% a week prior to the Super Bowl.
If we take a step back from the one-second buzz,we may realize Miller may be just benefiting from the current economic conditions (experience the “High Life”in the down turn). On a side note,at the time I wrote this blog the Miller sites were down (MillerBrewing.com,MillerLite.com,MillerBeer.com). The Miller Site served a “HTTP Status 404 –/av.action”error. Nice! Wait a second,maybe the site was a one-second subliminal experience and I missed it. Makes as much sense as sauerkraut on a donut…and don’t forget the beer.
