Miller High Life Shows How to Socially Behave
Urban Delice — July 27, 2009 — Marketing
References: theinspirationroom & nickpapageorgia.blogspot
There are some gestures (some of them pretty disturbing) people make in their social life. Some of them can be classified, but some of them are just nasty. Miller Beer and advertising agency Saatchi & Saatchi created a series of 3 prints describing some “inventions” to clear out some nasty habits: raised up collar, crossed legs and, worst of all, the pinky held up while drinking.
The Miller Beer campaign got a prize in the Cannes Lions International Advertising Festival, but the ads also have a certain social implication. These gestures are related to some American habits, but there is one gesture that’s internationally nasty: the held up pinky! Hopefully the campaign will be effective, but I wonder what the consumer thinks about this “gesture” mockery.
The Miller Beer campaign got a prize in the Cannes Lions International Advertising Festival, but the ads also have a certain social implication. These gestures are related to some American habits, but there is one gesture that’s internationally nasty: the held up pinky! Hopefully the campaign will be effective, but I wonder what the consumer thinks about this “gesture” mockery.
Trend Themes
1. Gesture Mockery - Creating ads that mock socially unacceptable gestures can create a buzz and drive brand awareness.
2. Social Implications - Addressing social habits and norms in advertising campaigns can spark discussions and increase brand relevance.
3. International Awareness - Highlighting gestures that are considered universally offensive can help bridge cultural gaps and promote inclusivity.
Industry Implications
1. Advertising - The advertising industry can leverage gesture mockery campaigns to create engaging and impactful advertisements.
2. Beverage - Beverage companies, like Miller Beer, can use ad campaigns to differentiate themselves and highlight their products in a memorable way.
3. Social Etiquette - Companies focused on etiquette and manners can explore disruptive innovations that challenge social norms and behavior.
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