Miller High Life Light - "Ordinance" by ANDY Awards 2004
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Miller High Life Light - "Ordinance"
- Brand: Miller High Life Light
- Country: United States
- Advertiser: MillerCoors LLC
| Title | Ordinance |
| Agency | Wieden + Kennedy |
| Campaign | Living the High Life - Miller High Life |
| Advertiser | MillerCoors LLC |
| Brand | Miller High Life Light |
| Posted | August 2003 |
| Business Sector | Beers, Ciders, Lagers |
| Media Type | Television |
| Length | |
| Market | United States |
| AI Description | The ad for Miller High Life Light begins by showing a well-stocked refrigerator filled with bottles of light beer. A man in a casual t-shirt, appearing to be in a suburban setting, opens the fridge in his garage. As he surveys the abundant selection of beer, the voiceover parallels this with a metaphor of choosing the right artillery for the mission. The voice mentions scenarios requiring lighter ordnance for maneuvers involving civilians. The man then takes a bottle from the fridge, closes the door, and exits the garage, satisfied, with the phrase “Mission accomplished” reinforcing the idea that sometimes lighter is better. The ad concludes with the product logo and tagline displayed over the garage scene, emphasizing the ease and appropriateness of choosing light beer for relaxed, everyday occasions. |
| Art Director | Jeff Williams |
| Copywriter | Brant Mau |
| Agency Producer | Jeff Selis |
| Agency Producer | Tieneke Pavesic |
| Production Company | @radical.media |
| Director | Errol Morris |
| Copywriter | Jed Alger |