Miller High Life has always made a living at the nexus of quality and the down-to-earth mindset.
The brand went to the next level with ads that feature a determined delivery guy who refuses to allow the beer to be sold in establishments who have lost their sense and no longer live the High Life brand values.
At the time of the annual two-million-dollar-a-pop ad fest during the big game in January, Miller featured Windell on a rant (see video above) about the lack of common sense he sees as apparent in commercials with dancing lizards and flavored water. “If I want flavored water, I’ll just suck on a lollipop,” he says.
Obviously, not every brand needs to own the unpretentious, down-to-earth, common-sense essence of Miller High Life. But it is simply brilliant how the ads for this brand make it more appealing and credible as they pitch the idea of uncompromising ideals.
It’s also refreshing to see a brand with men as its primary target that puts forth the idea of being true to one’s values, not just being “hard” and “manly.”
Windell is a hero for the post-modern man and a shining example of integrity for brand managers.