CHICAGO Miller Brewing Company is unveiling upscale ads for its ultra-premium flavored malt beverage Skyy Blue that feature the brand in sophisticated social gatherings.
The campaign, created by Lambesis in Carlsbad, Calif., includes three TV spots directed by feature film directors Allen and Albert Hughes.
The spots for the Milwaukee brewer show models basking in the sun in deep blue settings poolside and looking up into an azure sky as bottles of Skyy Blue are served. The ads are set to down-tempo lounge music with an international sound from artists Kinobe, Jazzanova and Thievery Corp. At the end of each spot a sultry female voiceover merely states the brand's name.
"The new ads combine the Hughes brothers' cinematography skills with innovative music selections to reinforce the contemporary, upscale image that people have come to expect from Skyy Blue," said Ann Stickler, Miller's director of strategy and new business development, in a statement.
The campaign first ran in pre-feature cinema rotations in a limited number of movie theaters during R-rated films in March. The spots will appear on network television shows such as Will and Grace and Friends. Print executions will debut in upcoming issues of tony lifestyle, fashion and entertainment magazines.
Miller's media expenditures for Skyy Blue were about $30 million last year, according to CMR. Miller produces and markets Skyy Blue under a license agreement with Skyy Spirits LLC in San Francisco.