One Second Ad

There’s a tremendous amount of pressure to produce a Super Bowl spot - big money, high expectations, millions of viewers and critics. Last year Miller capitalized on the critic - its a lot easier to be a critic (there’s a great commentary on critics in Ratatouille if you haven’t seen it). The morning after the Super Bowl, during all the chatter about the ads, Miller pushed this spot online:
http://www.youtube.com/watch?v=bEtBKJ6J1Kc

This year they’re running a one second spot:
http://www.1secondad.com/

What a smart move. An illustration of a bigger shift happening in corporate financial responsibility (and govt financial responsibility). And although the production, web site, and supporting spots that will run certainly cost some cash. We’re seeing a strategy emerge that says we can be smarter with our money than spend $3M for 30 seconds. AND with the one second ($100k or less) hopefully capture the Super Bowl audience as well!