Title | Wonderful World |
Agency | TBWA\Chiat\Day Los Angeles |
Campaign | Wonderful World |
Advertiser | Miller Lite |
Brand | Miller Lite |
Date of First Broadcast/Publication | 2015 / 3 |
Business Sector | Beers, Ciders, Lagers |
Story | TBWA\Chiat\Day LA has launched a new anthem ad for Miller Lite entitled “Wonderful World.” |
Philosophy | 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. |
Media Type | Television |
Length | |
VFX | A52 |
Chief Marketing Officer | Andy England |
VP of Brand Marketing (Miller Family of Brands) | Gannon Jones |
Senior Director (Miller Family of Brands) | Ryan Reis |
Director (Miller Lite) | Greg Butler |
Senior Marketing Manager (Miller Lite) | Jeanne-ette Boshoff |
Marketing Manager (Miller Lite Multicultural) | Julia Watson |
Chief Creative Officer | Stephen Butler |
Executive Creative Director | Fabio Costa |
Creative Director | Mark Peters |
Creative Director | Jason Karley |
Creative Director | Rick Utzinger |
Creative Director | Matthew Woodhams- Roberts |
Creative Director | David Horton |
Senior Art Director | Dave Estrada |
Senior Writer | Nick Ciffone |
Head of Production | Brian O’Rourke |
Executive Producer | Anh-Thu Le |
Senior Producer | Stanton Hill |
Business Lead | Jill Nykoliation |
Group Account Director | Chris Hunter |
Group Planning Director | Scott McMaster |
Account Director | Bryan Reugebrink |
Account Supervisor | Tommy Cottam |
Production Company | Smuggler |
Executive Producer | Lisa Tauscher |
Director | Henry-Alex Rubin |
Line Producer | Andrew Colon |
Editorial | Rock Paper Scissors |
Editor | Damion Clayton |
Assistant Editor | Benjamin Cline |
Producer | Ana Orrach |
Producer | Zach Wakefield |
Flame Artist | Pat Murphy |
Colorist | Paul Yacono |
Mix | Lime Studios |
Executive Producer | Susie Boyajan |
Mixer | Joel Waters |
Assistant Mixer | Tom Paolontonio |
Assistant Mixer | Kayla Mashburn |
Music | Beacon St. |
Executive Producer | Adrea Lavazzoli |
Music Composer | Andrew Feltenstein |