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Group745
Group745
Group745
Group745
Group745
Group745

Miller High Life - "I Am Rich"

03/05/2016
Advertising Agency
Chicago, USA
125
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Credits
Brand
Agency / Creative
Production
Post Production / VFX
Editorial
Music / Sound
In a continuation of the successful “I Am Rich” campaign, Arc/Leo Burnett created two new spots for Miller High Life. “Gentleman’s Quarter’s” and “Studio” take a tongue-in-cheek tone to communicating that the richness of life comes from how you live it. In “Gentleman’s Quarter’s” a group of friends casually gathers in a garage hangout. As a voiceover ironically describes an upscale scene involving “sipping champagne and perusing the art collection,” the camera cuts to images of a Miller High Life bottle and a woman browsing through vintage records. “Studio” captures a band practicing in a low-key recording space, while accompanying voiceover describes the scene as full of "clamoring fans” in the “extravagant private studio.” Critically acclaimed Director of Photography Rodrigo Prieto ("Brokeback Mountain") was tapped to shoot the film. He used rare stock 35XX Kodak film to achieve each spot’s gritty texture. The agency also cast real friends for the spots. “Gentleman’s Quarters” and “Studio” launch May 2 on cable channels including AMC and FX, among others. The campaign includes print work in outlets including Fader, Vice, Rolling Stone and Pitchfork, as well as out-of-home elements, which will follow later in the month. Follow the campaign online using #IAmRich. “I Am Rich” will be honored at this year’s North American Effie Awards in the “Beverages-Alcohol” category, which recognizes the most effective marketing campaigns of the year.
About Leo Burnett Worldwide

Leo Burnett Worldwide operates with a simple and singular approach: put a brand’s purpose at the center of communications to truly connect with people. Part of the Publicis Groupe, Leo Burnett Worldwide embraces a HumanKind approach to marketing and is one of the world’s largest agency networks with 85 offices and nearly 9,000 employees.