Miller Lite - "Wonderful World "

TBWA\Chiat\Day Los Angeles

TBWA\Chiat\Day Los Angeles Los Angeles, United States

1890

Brand: Miller Lite
Country: United States

Advertiser: Miller Lite

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	60 seconds
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