In 2009 leading up to the Super Bowl, Saatchi and Saatchi put out a spot with their loved Miller High Life delivery guy discussing in the storage factory the whammy of a price of a Super Bowl spot that year: $3 million. Following up, during the big game in February, the brand and the agency's New York office had a 1 second ad featuring the trusty delivery guy standing in front of the endless cases of High Life in the storage factory saying simply, "High Life!" The silliness of the campaign works for 2 reasons. For 1, Miller High Life is a beer that markets itself on its commitment to taste at a reasonable price. This campaign would not work if the brand were Heineken. So the creative in the ad reinforces the brand message. Secondly, Miller High Life and Saatchi backed their ploy up with a website, 1SecondAd.com. This was a bright idea because otherwise people might feel mystified by the abruptness of the spot.
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