TBWA\Chiat\Day LA has launched a new anthem ad for Miller Lite entitled “Wonderful World.”
The 60-second spot celebrates everyday pleasures and the small joys of life. “They tell you it’s out there somewhere…upon a star, over a rainbow, through the woods, down a road less traveled” says the voiceover, over footage of friends enjoying a Miller Lite while bowling and playing softball. “But it’s not on a map or some app, it’s not success or excess, it’s not someday or somehow,” the spot concludes as the scene shifts to a backyard barbecue, “It’s wherever you are, whatever is true.”
The spot’s positivity stands in contrast to rival Budweiser’s continuing trolling of hipsters (although there is a slight nod to hipster bashing via one guy’s “I Hate Kale” t-shirt). Rather than trying to take down the competition, Miller Lite instead presents itself as an integral part of the type of fun occasions anyone can relate to. While this is certainly nothing new for the category, the spot does manage to chart some new ground through its distinctive direction (the shot from the bowling ball’s perspective bleeding into a runner sliding into second base at a softball game comes to mind). And while some may find the narrative voice a tad on the cheesy side, it at least avoids making the brand seem bitter and hypocritical.
Credits:
Client: Miller Lite
Andy England – Chief Marketing Officer
Gannon Jones – VP of Brand Marketing, Miller Family of Brands
Ryan Reis – Senior Director, Miller Family of Brands
Greg Butler – Director, Miller Lite
Jeanne-ette Boshoff – Senior Marketing Manager, Miller Lite
Julia Watson – Marketing Manager, Miller Lite Multicultural
Agency: TBWA\Chiat\Day LA
Stephen Butler – Chief Creative Officer
Fabio Costa – Executive Creative Director
Mark Peters – Creative Director
Jason Karley – Creative Director
Rick Utzinger – Creative Director
Matthew Woodhams- Roberts – Creative Director
David Horton – Creative Director
Dave Estrada – Senior Art Director
Nick Ciffone Senior Writer
Brian O’Rourke – Director of Production
Anh-Thu Le – Executive Producer
Stanton Hill – Senior Producer
Jill Nykoliation – Business Lead
Chris Hunter – Group Account Director
Scott McMaster – Group Planning Director
Bryan Reugebrink – Account Director
Tommy Cottam – Account Supervisor
Production Company: Smuggler
Lisa Tauscher – Executive Producer
Henry-Alex Rubin – Director
Andrew Colón – Line Producer
Editorial: Rock Paper Scissors
Damion Clayton – Editor
Benjamin Cline – Assistant Editor
Ana Orrach – Producer
VFX: A52
Zach Wakefield – Producer
Pat Murphy – Flame artist
Paul Yacono – Colorist
Mix: Lime Studios
Susie Boyajan – Executive Producer
Joel Waters – Mixer
Tom Paolontonio – Assistant Mixer
Kayla Mashburn – Assistant Mixer
Music: Beacon St.
Adrea Lavazzoli – Executive Producer
Andrew Feltenstein – Composer