Food & Beverage

Introduction

Today’s rock stars aren’t the free-wheeling, pleasure-seeking idols of the past; they’re the everyday hustlers keeping their heads down and honing their skills, whatever they may be. They’re the bike couriers, gamers, mechanics, self-made rappers, graduate students, and the countless entry-level workers trudging their way to the top. Life may be their stage but they seldom get the spotlight, which is what makes this campaign so refreshing. 

We have a wonderful opportunity here to give Rockstar Energy an ownable new look and feel that young people will truly connect to. With dynamic visuals full of energy and attitude and a clever voiceover narration driving both the story and the tone of these spots, we can celebrate everyday heroes with films that are fresh, fun, playful, authentic, and unmistakably cool.

Approach

Beer companies often want viewers to associate their beer with a specific place and time. Corona has staked a claim on the beach on a sunny afternoon; Blue Moon, the beach party after sunset; Guinness, the traditional pub at night. But Miller High Life takes a different approach; the brand has no specific place or time—it simply has reality. The porch, the backyard, the kitchen table, the neighborhood bar—Miller High Life belongs in all these places and at any time of day or night so long as they’re represented with an undeniable grit and authenticity.

By focusing on the beer while creating a rich and nuanced realist atmosphere through the photography, casting, wardrobe, setting, and sound, we can create timeless films with a classic look and style that will appeal to everyone, including the hip, younger viewers who are drawn to Miller High Life precisely because they appreciate its iconic status. We don’t want setups that are slick or polished; we don’t want lighting that is overly staged or stylized. Instead, we want the kind of beautiful imperfections and texture that we actually see and experience in the real world.