Miller High Life - "I Am Rich"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.
Brand: Miller High Life
Post Production / VFX
Post Production Company: The Mill
Edit Company: Whitehouse Post
Editor: Matt Wood
Music Production: Another Country
Associate Creative Director: Kent Carmichael, Ryan Stotts
Planning Director: Elizabeth Harris, Udayan Kolandra
Senior Account Executive: Corey Abad
Account Supervisor: Christina Hormuth
Senior Producer: Topher Cochrane
Creative Agency: Leo Burnett
Digital Production Company
Director: Tristan Patterson
Categories: Alcoholic BeveragesLeo Burnett Worldwide, 5 years ago