The shirts got tighter, but the beer still fits





MILLER HIGH LIFE
AGENCY: The Mingo Group, New York
CLIENT: Miller Brewing, Milwaukee
CREATIVE DIRECTOR: Allan Corwin
ART DIRECTOR: Geoff Edwards
COPYWRITER: Colin Costello
PHOTOGRAPHER: Michael Raab
Maybe nostalgia generally isn’t what it used to be, but this ad does an awfully good job of positioning Miller High Life as the link between past glories and present-day enjoyment. The fictitious clipping from Philadelphia Bowling News, circa 1976, shows our heroes with their trophy – and with more breathing room in their bowling shirts than they’d have now. Well, any reader whose metabolism has downshifted into grown-up gear will identify with these guys, and that helps the ad set a tone of conviviality in which Miller is the indispensable ingredient. Since so many things (including our waistlines) have deteriorated over the years, it’s nice to know there’s a beer that will taste just as it did when we were younger and life was a bit fresher.
Copyright Adweek L.P. (1993)