Music Dealers

Miller Chill Gets Their Music Right…If Not Their Beer
May 12, 2009, 10:05 pm
Filed under: Uncategorized

A recent posting on an Advertising Age blog sings the praises of a new Miller Chill TV spot – specifically the strategic selection and execution of music in it.

Click on image to view article


As this article affirms, often and justifiably, “marketers take a lot of heat for merely slapping cool tracks onto spots as an afterthought.”  And it points to this spot (embedded below) as an example of a brand doing the opposite via a song that has the “perfect mix” of sounds and mood that sync with the visuals, story, and pacing of the spot.

I’m with the article’s love for the use of music here.  I think the track is the strength of the ad which allows this otherwise unspectacular product-focused spot to break through and catch the audience’s attention.  I applaud Miller for taking the time and making the effort to find a song that not only fits the spot, but enhances it and becomes the lynchpin of the execution.

What makes this even more noteworthy is that the song is by the relatively unknown band, The Dodos.  This is undoubtedly the biggest exposure this San Fran indie rock duo has ever received, and is already opening many doors for them and garnering them a larger audience.  Miller should get even more props for digging up this unknown act versus taking the easy route with a Jet or Rolling Stones song.

Even though I don’t agree with the concept of this Corona-wanna-be, as I prefer to drop fruit in my suds at my own discretion – and I’ve tried Miller Chill and found it to be the most repulsive beer I’ve ever tasted; even more so than Bud Light Lime – I can at least get behind their taste in music and approach to implementing it into their marketing efforts.  Not that that will make me buy their product.  Nothing short of adding the fountain of youth to the mix will get me to do that.


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