A 30-second commercial during this year’s Super Bowl costs three-million dollars. That’s a lot of money no matter what the state of the economy. MillerCoors decided it could get more bang – and viewer attention — for its buck, not by running a single 30-second ad, but by airing a series of ads lasting one second each.

The ads, which tout Miller High Life beer, feature Wendell, an opinionated High Life delivery man from the company’s current ad campaign. Wendell hams it up on a Miller High Life loading dock, stares into the camera and says things like: “Miller time!” “One Mississippi,” “Bonjour, Milwaukee,” “Back bacon,” and “Wojohowitz!”

According to a post on Consumerist.com:

“The brilliant use of the format dovetails perfectly with the beer’s brand identity. ‘Miller High Life is all about high quality and great value, so it wouldn’t make sense for this brand to pay $3 million for a 30-second ad,’ said High Life senior brand manager Kevin Oglesby, in a press release.”

By breaking from convention, MillerCoors is better serving its brand while creating an experience people are sure to talk about.

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