Hasta La Creative!

TBWAChiatDay LA has launched a new anthem ad for Miller Lite entitled “Wonderful World.”

The 60-second spot celebrates everyday pleasures and the small joys of life. “They tell you it’s out there somewhere…upon a star, over a rainbow, through the woods, down a road less traveled” says the voiceover, over footage of friends enjoying a Miller Lite while bowling and playing softball. “But it’s not on a map or some app, it’s not success or excess, it’s not someday or somehow,” the spot concludes as the scene shifts to a backyard barbecue, “It’s wherever you are, whatever is true.”

The spot’s positivity stands in contrast to rival Budweiser’s continuing trolling of hipsters (although there is a slight nod to hipster bashing via one guy’s “I Hate Kale” t-shirt). Rather than trying to take down the competition, Miller Lite instead presents itself as an integral part of the type of fun occasions anyone can relate to. While this is certainly nothing new for the category, the spot does manage to chart some new ground through its distinctive direction (the shot from the bowling ball’s perspective bleeding into a runner sliding into second base at a softball game comes to mind). And while some may find the narrative voice a tad on the cheesy side, it at least avoids making the brand seem bitter and hypocritical.

Credits:

Client: Miller Lite

Andy England – Chief Marketing Officer

Gannon Jones – VP of Brand Marketing, Miller Family of Brands

Ryan Reis – Senior Director, Miller Family of Brands

Greg Butler – Director, Miller Lite

Jeanne-ette Boshoff – Senior Marketing Manager, Miller Lite

Julia Watson – Marketing Manager, Miller Lite Multicultural

Agency: TBWAChiatDay LA

Stephen Butler  – Chief Creative Officer

Fabio Costa – Executive Creative Director

Mark Peters – Creative Director

Jason Karley  – Creative Director

Rick Utzinger – Creative Director

Matthew Woodhams- Roberts – Creative Director

David Horton – Creative Director

Dave Estrada  – Senior Art Director

Nick Ciffone   Senior Writer

Brian O’Rourke – Director of Production

Anh-Thu Le – Executive Producer

Stanton Hill – Senior Producer

Jill Nykoliation – Business Lead

Chris Hunter – Group Account Director

Scott McMaster – Group Planning Director

Bryan Reugebrink – Account Director

Tommy Cottam – Account Supervisor

Production Company: Smuggler

Lisa Tauscher – Executive Producer

Henry-Alex Rubin – Director

Andrew Colón – Line Producer

Editorial: Rock Paper Scissors

Damion Clayton – Editor

Benjamin Cline – Assistant Editor

Ana Orrach  – Producer

VFX: A52

Zach Wakefield – Producer

Pat Murphy – Flame artist

Paul Yacono – Colorist

Mix: Lime Studios

Susie  Boyajan – Executive Producer

Joel Waters – Mixer

Tom Paolontonio – Assistant Mixer

Kayla Mashburn – Assistant Mixer

Music: Beacon St.

Adrea Lavazzoli – Executive Producer

Andrew Feltenstein – Composer