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Creative

Miller Lite Makes a Stylish Case Against Being a Phone-Addicted Follower

DDB Chicago and Rattling Stick's Ringan Ledwidge lean into craft, casting and cinematography for a beautiful spot that subtly hat tips to the Life of Brian

Miller Lite Makes a Stylish Case Against Being a Phone-Addicted Follower

Today Miller Lite is launching a powerful new campaign focused on reimagining the iconic “It’s Miller Time” for today’s generation of drinkers. The campaign makes a bold statement about consumers’ dependence on social media and aims to inspire them to get back to enjoying beers with friends, or Miller Time, which the brand describes as “The Original Social Media.”

As part of the campaign, led by DDB Chicago, Miller Lite will debut a new television spot during Game 1 of the World Series, aptly named “Followers.” The hero spot, directed by Ringan Ledwidge, brings social media to life like never before, imagining what a world would look like if followers literally followed us.

Check out the new spot below.


To complement the “Followers” spot, Miller Lite will be the first brand to boldly ask consumers to “unfollow us to the bar.” When you unfollow Miller Lite on Facebook or Instagram, you could receive a free Miller Lite to enjoy Miller Time with friends.   

Additionally, Miller Lite is “going dark” on its social media accounts, taking a break from posting on its Twitter, Facebook, and Instagram channels to further encourage fans to embrace an in-person Miller Time with friends. Social media influencers will also be deployed to amplify the new campaign to encourage and inspire Miller Time amongst friends.

“With this new campaign, we’re championing in-person, genuine connections over social media followers,” says Anup Shah, Vice President, Miller Family of Brands. “We know that today’s generation of new drinkers will spend more than five years of their lifetime on social media, and yet are only meeting up with their close friends less than a few times a month*. By reintroducing Miller Time, we want to remind them that while social media is great, it’s no replacement for hanging out in-person over a Miller Lite.”

The campaign includes 360 support through paid, earned, and owned media. “Followers” will run in :90, :60, :30, and :15 cuts through 2019 and into 2020 on TV and OLV. Additional programs based on “It’s Miller Time” will be planned for 2020. 

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CREDITS

Client: Miller Lite

CMO: Michelle St. Jacques

Vice President: Miller Family of Brands Portfolio

Marketing Director: Courtney Bryant

Senior Marketing Manager: Alan Bremerkamp

AGENCY

Creative Agency: DDB Chicago

Chief Creative Officer, DDB Worldwide: Ari Weiss

Chief Creative Officer, DDB Chicago: John Maxham

SVP, Group Creative Director: Myra Nussbaum

Chief Production Office: Diane Jackson

Executive Producer: Keith Jamerson

Associate Creative Director: Nick Howard

Associate Creative Director: Nick Stoner

SVP, Group Account Director: Kiska Howell

Account Director: Samantha Hickey

Chief Strategy Officer, DDB North America: Eric Zuncic

Chief Strategy Office, DDB Chicago: Tricia Russo

SVP, Group Planning Director, Adam Crandall

Senior Strategist: Jonathon Palmer

Sr Production Manager: Zoe Grubbe

Production Manager: Jillian English

Talent Manager: Chris Quinn

Director of Music: Alec Stern

Sr Project Manager: Jen Polan

PRODUCTION

Production Company: Rattling Stick

Director: Ringan Ledwidge

Director of Photography: Adam Arkapaw

Executive Producer: Joe Biggins

Executive Producer: Jeff Shupe

Line Producer: Joey Zadwarny

EDIT

Editorial: Work Editorial

Editor: Rich Orrick

Assistant Editor: Theo Mercado

Executive Producer: Marlo Baird

Producer: Brian Sharwath

MUSIC & SOUND

Audio Post: Sonic Union

Sound Designer: Steve Rosen

Sr. Producer: Pat Sullivan

Music: Woodwork Music

Composer: Philip Kay

POST PRODUCTION

VFX Post: Blacksmith

VFX Super Iwan Zwarts

Creative Director: Tom Bussell

Executive Producer: Charlotte Arnold

Producer: Bindy St. Leger

Color: Blacksmith

Colorist: Mikey Pehanich

OTHER

PR Agency: IFC Next

Media Agency: Connect

Category: Alcoholic Beverages , Beers