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Miller High Life Goes Long(er), Bowl Spot Toasts Small Biz

Tuesday, January 26, 2010

Miller High Life won't be doing another one-second commercial for this year's Super Bowl. Instead, the brand will buy a 30-second spot -- but position it as being "given" to small businesses as a platform for them to tell their stories. Last year, the brand used pre-game teaser commercials starring its popular "deliveryman" (actor Windell Middlebrooks) to spread the word that it would be forgoing a standard-length commercial because spending $3 million was too much. (Due to the economy, 30-second rates are down to between $2.5 million and $2.8 million this year, according to TNS Media Intelligence.)

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