Miller Lite – What Does Greatness Taste Like
It's hard to imagine how a multi-million dollar advertising campaign can invest so much into a meaningless, disengaging, and uncreative ideas. Yet it happens. The alcoholic beverage industry, in particular, is highly dependent on marketing success since the product is essentially a commodity (for light beer especially). A recent article shows how Dos Equis recently increased sales by 17%, due to its highly popular Most Interesting Man in the World campaign. Every Super Bowl's top rated commercials have been dominated by at least one beer commercial per season. However, I don't recall Miller Lite ever being of the same caliber as Budweiser commercials. The epitome of Miller's ineptitude to create semi-engaging content are the latest set of television ads to come from its company doors.
The series of the What Does Greatness Taste Like commercials incite mind-numbing insignificance more than anything else. The concept (if you want to call it that), is someone walking into a bar and ordering a drink. How unique! But here's the genius, make the actual pouring of the drink seem like an insurmountable task for the bartender, so much so that a sports announcer play by play soundtrack is overhead as the buyer is in a state of bewilderment during the task. That's it. The pour is not even that great, lots of splashing and full of foam. In the “Golf” version, the bartender actually pours a draft beer from a bottle!
If the current populace is so easily satisfied and impressed by this work, then society has failed. Or maybe Miller's target audience are people who can't tell the difference between a tap or bottle, and enjoy mediocre service. I guess it would only be appropriate for this company to have merged with Coors, the company with the train to nowhere that made the “Love Train” song unplayable forevermore. The ability of both companies to create almost no content, whether it's ripping off the melodic tunes of old songs, the sound bytes of famous coaches, or replaying the words of sports announcers is quite incredible. But at least Coors can spell correctly.
The series of the What Does Greatness Taste Like commercials incite mind-numbing insignificance more than anything else. The concept (if you want to call it that), is someone walking into a bar and ordering a drink. How unique! But here's the genius, make the actual pouring of the drink seem like an insurmountable task for the bartender, so much so that a sports announcer play by play soundtrack is overhead as the buyer is in a state of bewilderment during the task. That's it. The pour is not even that great, lots of splashing and full of foam. In the “Golf” version, the bartender actually pours a draft beer from a bottle!
If the current populace is so easily satisfied and impressed by this work, then society has failed. Or maybe Miller's target audience are people who can't tell the difference between a tap or bottle, and enjoy mediocre service. I guess it would only be appropriate for this company to have merged with Coors, the company with the train to nowhere that made the “Love Train” song unplayable forevermore. The ability of both companies to create almost no content, whether it's ripping off the melodic tunes of old songs, the sound bytes of famous coaches, or replaying the words of sports announcers is quite incredible. But at least Coors can spell correctly.
