chrisbrogan.com - Latest Comments in Life After the 1 Second Pitch

Re: Life After the 1 Second Pitch

Kate Brodock — Sun, 25 Jan 2009 16:06:02 -0000

Must comment on this one too Chris ;-) I think you're asking about implicit racial issues you might sense in the commercial? I don't get that at all from the clips. I think the reason he got cast for this MHL series in the first place is because he's got an awesome character (boisterous, blunt, loud, no-messin'-around), and this is an extension of that. I crack up!

Of course, maybe that's me not bring very sensitive.

On another note, I've been really interested in what companies are going to do with limited resources for the Superbowl this year.... I think this is a great idea.

Re: Life After the 1 Second Pitch

C.H. Low — Fri, 23 Jan 2009 11:18:04 -0000

Cool Idea. I did not get the content. Seems disjointed.
Maybe 5 seconds could work better for continuity.
Love the the out of the box thinking!

Re: Life After the 1 Second Pitch

Kara — Thu, 22 Jan 2009 18:32:52 -0000

I really like this idea and is bringing the ridiculousness of a $3 million dollar spend on a 30-sec commercial to a broader audience. Definitely agree with a lot of comments showing a similarity to twitter. I still feel as though companies have to think differently about how they spend their ad dollars in this economy. I can't remember a Super Bowl commercial from two years ago, but I will remember that I bought my recent jacket off Tramdock cause they engaged me through a medium I use everyday (again, twitter).

Re: Life After the 1 Second Pitch

Katy — Thu, 22 Jan 2009 15:55:01 -0000

I agree, this has turned into a great viral campaign! I'm going to share it on Facebook as well. And I'm wondering if the character from this ad is Tweeting? Anyone see anything related on Twitter?

Re: Life After the 1 Second Pitch

Justin — Thu, 22 Jan 2009 11:34:08 -0000

I can't believe the Champagne of Beers doesn't just sell itself.

Re: Life After the 1 Second Pitch

Mark Linder — Thu, 22 Jan 2009 11:12:02 -0000

Innovative, fresh, catch. Gets your attention even try's to push buttons. The content is not great but the way to manage the medium is unique and smart.

Re: Life After the 1 Second Pitch

Billy Fischer — Thu, 22 Jan 2009 10:51:59 -0000

I agree these are great. I'm kind of surprised they were able to get away with this. Excited to see how they turn out. Is this the first brand to do 1 second ads?

Re: Life After the 1 Second Pitch

Susan Guillory — Thu, 22 Jan 2009 10:06:07 -0000

That's so great! I have to blog about this. I love that the guy is just so normal. A guy who just loves his beer and wants to spread the word.

Do you think they'll be successful in banning the $3m ads? I think as long as corporations have money they'll spend big, at least until New Marketing Labs gets ahold of them!

Re: Life After the 1 Second Pitch

LisaNewton — Thu, 22 Jan 2009 09:14:19 -0000

I love it.......................:)

Re: Life After the 1 Second Pitch

JoeJacobi — Thu, 22 Jan 2009 08:58:56 -0000

I like these 1 sec ads, thought they were creative, and more importantly funny. But I thought they were funny because I was already familiar with his roles in previous ads which were very funny. My familiarity with the lead character makes it work for me.

Re: Life After the 1 Second Pitch

Rob van Alphen — Thu, 22 Jan 2009 07:33:49 -0000

Duval Guillaume (probably the best ad agency in Belgium) already did 1 second spots for a breath mint in 2005! So no, this is not revolutionary...

http://www.onesecond.be/
http://www.duvalguillaume.com/

Re: Life After the 1 Second Pitch

Nuno Andrade — Thu, 22 Jan 2009 00:01:11 -0000

I see what you mean by tweaked. I had the same feeling when I saw the "Five-Dollar Footlong" Subway commercials with the three construction workers singing the jingle and doing the dance. But then I laughed. That's my measure of offensiveness most times. If it's funny, it passes. The Miller ad is funny. I could just as easily picture Kevin James from "King of Queens" doing the ad.

Re: Life After the 1 Second Pitch

Tom Martin — Wed, 21 Jan 2009 18:56:10 -0000

I think it is an interesting approach. I'd be most intrigued to see how they are getting the TV folks to insert a 1 sec ad -- considering it isn't a standard unit. Guessing this is really about pushing the viral, especially as some of the 1-second spots on the site are actually 2-4 seconds long.. so obviously those are not running as one second spots in the Super Bowl. None-the-less, they've done a nice job of extending a great brand character into a space where he can really be funny and engaging.

Still not likely to make me want to buy their beer, but then I liked the Lizards too and never bought a Bud.

Re: Life After the 1 Second Pitch

Brittany — Wed, 21 Jan 2009 18:53:52 -0000

Innovative! Talk about creating brand awareness. However, I've the same curiosity as a previous poster regarding the scheduling of the commercials' air times. Assuming they are scattered throughout commercial breaks, I have two concerns: 1) it will be easy to miss a second-long commercial, and 2) even if the telly has the viewer's full attention, the product may fly over heads initially. Although, if they are packed into a small enough slot, though, viewers will eventually keep an eye out for them to see what the deal is. I'm eager to see the reaction to these ads!

Re: Life After the 1 Second Pitch

paul merrill — Wed, 21 Jan 2009 18:52:06 -0000

EXCELLENT idea on the part of whoever is behind it. I GUARANTEE it will produce more word of mouth than any other ads.

The actor is charming and funny.

I'm not a Miller drinker, but if I were (on Superbowl day), these ads would make me want to run to the store during halftime!

Re: Life After the 1 Second Pitch

Bob Potter — Wed, 21 Jan 2009 18:36:32 -0000

The 1st view will catch many by surprise. It will cause us viewers to wait with anticipation for the next 1 second.

Will it cause people to run out and buy some? Maybe
Will it cause people to talk about the ads? Yes
Will it raise brand awareness? Yes
Will it increase sales? Probably.

Sunny D is a disgusting and nutritionally deficient drink yet it has been on supermarket shelves for years and consumers keep buying it. The only reason we know about it is through advertising.

Re: Life After the 1 Second Pitch

Jon Ray — Wed, 21 Jan 2009 18:35:52 -0000

I used to scoff at Miller High Life. It was the beer you drank in junior high because that's all your dad kept in the refrigerator. But, every since they rolled out this character back in Sept/Oct, I have ordered a Miller High Life on several occasions (see. Twice) just to reenact some of the commercials and get a laugh from my group of peers.

I'm not buying it by the case, but I'm a lot closer than I ever was when I thought this was my dad's beer.

I love this 1-second idea, but I really like the guy they cast in these spots.

Re: Life After the 1 Second Pitch

Shirley — Wed, 21 Jan 2009 18:20:31 -0000

Well, it's something new. Will it pick up steam? No. But it will be talked about and be worth much more to them than the money that they are saving. :-)

Re: Life After the 1 Second Pitch

Bridget Cavanaugh — Wed, 21 Jan 2009 18:15:04 -0000

The question is, does it make me want to drink Miller beer? Answer, no. As a brand gal, consumer, SuperBowl watcher, does it make me like the Miller beer brand? Answer, yes. Will I post it on my Facebook page to share the creativity, yes. So, "is it good depends" on what Miller hopes to accomplish. If only I knew what "pejorative" meant in Sam's post, perhaps I could written a more insightful reply, but I don't have time to google the definition. Thanks for sharing all this, Chris.
@bcavanaugh

Re: Life After the 1 Second Pitch

Natalia Real — Wed, 21 Jan 2009 18:09:24 -0000

1-sec ads: cool
Content: disappointing

Re: Life After the 1 Second Pitch

buzzoodle — Wed, 21 Jan 2009 18:06:09 -0000

I think it is funny, but will probably not change anyone's life. (Or create many sales)

Re: Life After the 1 Second Pitch

Rick__S — Wed, 21 Jan 2009 17:58:58 -0000

Great ads -- unique, funny, cutting edge, evoke the curiosity of the consumer (a powerful emotion)!

Re: Life After the 1 Second Pitch

Peter Renton — Wed, 21 Jan 2009 17:58:20 -0000

This is a brilliant idea. I think the creators of these ads have a secondary purpose and that is to do something unique that will be talked about. The game is not for 11 more days and you are blogging about it as I am sure many others will both before and after the game. Would they have got this attention with a regular 30 second spot? Not unless it was a truly brilliant commercial, something that is extremely difficult to create.

The content here is almost irrelevant. it is the delivery mechanism that is ground breaking. Great viral marketing.

Re: Life After the 1 Second Pitch

Seth Simonds — Wed, 21 Jan 2009 17:56:25 -0000

Part of the change we can all hope for is a movement away from viewing everything in its pejorative sense.

That said, I would have found the ad more humorous had it played up on stereotypes I grew up with. Like a confused old NH farmer in a plaid shirt and overalls who doesn't understand what the SuperBowl is and the prompter spends 29 seconds trying to explain it only to have the guy comprehend the concept in the final second after downing a line of Miller's.

Re: Life After the 1 Second Pitch

sean808080 — Wed, 21 Jan 2009 17:51:38 -0000

I wouldn't say it's brilliant. If anything I'd say it is derivative from Brion Gysin's cutup work. Like audio sampling in hip-hop, this campaign is a straight lift from Brion's experiments. However Brion was doing this stuff in the '50s.

http://en.wikipedia.org/wik...

interesting find..thanks for sharing.

sean808080
http://sean808080.com