The Miller High Life campaign is genius. It is based on a solid insight and turns the usual goal of a beverage distributor to get the liquid into every premise possible and becomes selective on who they 'allow' to have it. However, the premises allowed to have it are the ones that are aligned with the brand values of the Miller High LIfe - letting people live the high life. Apparently a $20 cover charge and an $11 burger are counter to the high life. So, using that thinking I imagine there no retailers or bars in NYC with Miller High Life. The insight is right on, the casting is right on and the scenarios used by the directors are also right on.
I do think that a closer tie-in with a web platform where consumers are engaged deeper in helping to call-out violations of the high life would have helped the idea. Or, even have consumers enact their own commercials. Just a thought. Overall, Love it.
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