It was a brilliant move, but also a depressing one.
Miller High Life announced that in December, in key markets, it will be re-airing three spots from its “High Life Man” campaign that ran in the 1990’s and early 2000’s.
It’s a smart move because the spots are from an incredible campaign that wrapped itself beautifully in the mindset of its audience: regular guys.
It is the epitome of an empathetic campaign demonstrating wit, understanding and a compassionate point of view. The stuff great advertising has always done.
So, why is it depressing? Because seeing these wonderful spots magnifies the fact that so much contemporary advertising is weak and disposable.
Too much work today strives to be hip and ironic for the sake of being hip and ironic. It has little relevance to the product and doesn’t connect with the intended consumer.
It’s just there, occupying time and space. Just because. Most messages on TV are easily ignored because they are soulless.
It’s enough to make a guy reach for a High Life.