Creative > Ad of the Day

Ad of the Day

Miller "It's Amercan Time"

Brand: Miller Beer
Agency: TBC
Review Date: August 21, 2009

Is Vietnam ready for "American Time?" Miller Beer is being introduced into the Vietnamese market with an upbeat commercial from TBC in Baltimore that, in a rock ballad, declares, "It's American Time, It's Miller Time." The ad, breaking today, is based on the popular U.S. Miller High Life campaign from the 70s and 80s and, while the spot features young urbanites out on the town, it feels just as dated, at least to Americans that have seen decades of beer advertising since. As the men and women gleefully make their way to their evening festivities, a male vocalist sings, "Suddenly it's clear, there is no way to fake it, time to make a move." The "Miller Time" theme kicks in with a soaring celebratory chorus as quick-cuts of young Americans dancing, drinking and doing a whole lot of smiling fill the screen. Shots of landmarks like Times Square and the Statue of Liberty are interspersed between the nightlife scenes.--Eleftheria Parpis

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Overall rating:
(2.51 ) Good

35 Comments
  • 1. consumer comments:
    October 26, 2009

    This is an awesome add!!! All the haters are a testament on how good this add actually is! Great voice singing the song! I loved it. Rock on Miller lite!!!!!! C


  • 2. wow comments:
    October 09, 2009

    I guess when they tapped into the mindset of the Vietnamese audience they found that they have no national pride nor identity, are easily influenced, are not at all reluctant to readily admit their praise for everything American, and are not in touch with anything current. Why didn't you just send everyone in Vietnam a copy of the creative brief?


  • 3. Dave comments:
    September 03, 2009

    I don't know about the Vietnamese market. But I'm glad this isn't playing in the US.


  • 4. mariel comments:
    September 03, 2009

    Its not memorable, its actually a copycat of every other beer adv. aired since the 1970's!!They should have studied the audience and offer a USP meaningful to the local population whose life I hardly see similar to the American presented correct me if I am wrong..


  • 5. to asia and back comments:
    August 31, 2009

    Recipe: 1/3 Its Miller Time slogan 1/3 Michelob imagery 1/3 "This is budweiser, this is beer" music And result is: not so good.


  • 6. Asian Times comments:
    August 28, 2009

    People who think the asian markets aspire to all things American don't need beer... they desperately need coffee! Wake Up, won't you? Hey, I'm not anti-American... but the last time I checked... isn't the country broke?! Or has all that money printing out of thin air created green shoots in yer heads?! Strange to think America is the world's favourite country... betcha the Beijing University students will laugh their heads off like they did with Geithner. Wakey, wakey...


  • 7. Sabba comments:
    August 26, 2009

    A vignette spot with music. How unAmerican.


  • 8. Aged comments:
    August 26, 2009

    I remember this spot. It ran in 1970 and sucked then too.


  • 9. mr. bernard comments:
    August 25, 2009

    I like it, and, no, it's not the typical NFL weekend beer spot. If they're trying to connect the brand with American images, it works.


  • 10. walter comments:
    August 25, 2009

    American time??????? Last time I looked we were out of work, fat and drinking boxed wine. This is a piece of poo.


  • 11. In Vietnam comments:
    August 24, 2009

    As an American working in Vietnam, I will say, this work is embarrassing. If the media buy is big enough, it may work. But it does nothing for the culture of this country. If anything, it sets things back.


  • 12. phinnie comments:
    August 24, 2009

    Interesting example of how far things have progressed. It's a cultural showpiece,imo.


  • 13. adgirl comments:
    August 24, 2009

    I like it! Think it will definitely work in the Asian market, which loves all things American.


  • 14. again comments:
    August 24, 2009

    Adweek - i hope you listen to all this and follow up with some results after the launch. It will be nice to see who is right and wrong here...


  • 15. vn comments:
    August 24, 2009

    This ad will definitely work in Vietnam. It has all the American cues, a great song and showcases a refreshing American beer. Isn't beer drinking about enjoyment? It is in Vietnam.


  • 16. snarky comments:
    August 24, 2009

    i like the spot. music is good. talent is hot.


  • 17. trouble comments:
    August 24, 2009

    america isn't over the war, but vietnam is. they love american products. it will work. too bad most of you don't


  • 18. Jolly... comments:
    August 24, 2009

    Here's "telling you"... I wouldn't give a XXXX! You should have a Heineken... maybe it'll refresh the part Miller won't let you reach. As for results... well, Good things come to those who wait. So, we'll see...


  • 19. tell me comments:
    August 24, 2009

    so much rift here. tell me this - like it or not... is there a beer campaign that frames up the product in a way other than 'what is expected'? Other than Corona, tell me one that differentiates, sells and lasts? hey 'Jolly...' - yes... let's let the results prove the arguement. I have no issue with that (even if proven wrong). Results have proven plenty of other agencies wrong in this category before - especially those of Miller efforts.


  • 20. jolly client hilarious suit comments:
    August 24, 2009

    "laughing at upset creatives" is laughing because this work "works"... why, you must the only one so drunk on Miller, huh? You think others are angry that this "won"? (Cracked it? You mean your head?) You think BBH or even Draft would give a rat's ass Miller is screwing itself up? Man, you're so far lost in your own neverland, oh... in your case, it's Simpleland... it's no wonder Ignorance is bliss. Results will prove... and just when you think drinkers are simpletons... the joke will be on you!


  • 21. InVietnam comments:
    August 23, 2009

    While I'm not arguing this campaign is going to get the results it should, I do wonder how many of the comments on this post are made by anyone living/who has lived for any reasonable amount of time in Vietnam? The local Vietnamese guy (local woman rarely touch beer) is of course very different to any American and the questions is will this campaign make the local guy buy the beer? Probably not - because it's tried too hard to be like an American ad that appeals to Americans (or the critics). The local market understanding of what drives local beer sales is totally lacking.


  • 22. laughing at upset creatives comments:
    August 23, 2009

    sooo many poor comments. it's quite funny to see how angry people get about work that "works". bbh couldn't crack it - draft will spend everyone's budget - blood sweat and tears trying as well. take a valium everyone... you have plenty of clients paying you to suggest you're cleverness is worth the $. like itor not - and whomever TBC is - it is a simple strategy with easy to 'get' execution. All you haters never liked that tried and true phrase - keep it simple stupid... didgya.


  • 23. party like it's 1985 comments:
    August 23, 2009

    looks like the "The night belongs to Michelob" campaign....smells like an 80's hangover.


  • 24. Amer"can" in Denial comments:
    August 23, 2009

    The year is 2009. The advertising is 1979. The marketing gurus in power must seriously believe that drinkers in Vietnam are at least 30years behind. In the world of a drinker in Vietnam, there is no internet, there is no nightlife, there are no beautiful young people... so, THAT's why they'll Aspire to "Amercan" Time... oh yes, it's Amer"i"can Time... because apparently with Miller... "I" Can! Funny... let's see who laughs when drinkers vote...


  • 25. 0.01=Perfectly Bad comments:
    August 23, 2009

    Hurrah!! Advertising is SURELY in the dumpsters! Clients like these and their crazy overpaid marketing folks and horrendous taste have WON BIG TIME!!! Now, agencies... go get yourself an Award with another SCAM AD, folks... it'll sure help the cause of advancing international advertising standards! What a way to go--Backwards! Sure, Vietnam is going to drink this shit all up! Just like America won the Vietnam War, huh??!! Congratulations, I hope you all file for Chapter 11s... You Deserve It!


  • 26. In Disbelief comments:
    August 22, 2009

    This is, quite possibly, the worst commercial I've ever seen. What takes it from bad to terrible is that someone actually thought all the shit they filmed was cool / interesting / aspirational. It's not. It's absurd.


  • 27. redonk comments:
    August 22, 2009

    this is absurd


  • 28. Joliet comments:
    August 22, 2009

    I would expect if this were a farce it would go a little over the top. The scene with three guitar players gets close to over the top, but this is still sufficient campy to make you wonder. Just add a couple scenes of flags, amber waves of grain and you've got great satire.


  • 29. AMAZING! comments:
    August 21, 2009

    WHO IS THE SINGER GUY? HE ROCKS! IS THIS A SONG I CAN BUY SOMEWHERE?


  • 30. franz comments:
    August 21, 2009

    this is awesome!!! great song!!! great voice!!!


  • 31. Hoax? comments:
    August 21, 2009

    It just ocured to me, this might be a fake. No way a brand manager at Miller approved this, unless it's a teaser effort before the real ads come. This is just too horrible for words to be real.


  • 32. Ashamed comments:
    August 21, 2009

    Shocking. TBC in Baltimore, huh? Miller - you get what you pay for.


  • 33. freshP comments:
    August 21, 2009

    authentic and great to see.


  • 34. randy comments:
    August 21, 2009

    need correct spelling before posting... what a shame! American is not Amercan


  • 35. WOW!!! comments:
    August 21, 2009

    Better than anything BBHNY ever did!!!


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