Miller Lite's Latest: An Artistic Celebration of the Death of the Office Party
Miller Lite has created something memorable for the holidays. It’s a reminder that creative, breakthrough work can still be derived from simple insights. The byproduct of a logical thought process. It doesn’t make it any less magical.
COVID times mean no office parties (or at least they should). Hence, the company holiday party is frozen in time…maybe forever. The benefit? More time and moments with real friends, real connections, real life.
So, it dictates that Miller Lite rings the death knell for office parties in a creative and humorous spot. Check it out, and we’ll then dive a bit deeper into just how much artistry is sitting beneath this entire effort.
If this spot was it, I’d mark it down as a win. The takeaway message is clear and the visuals pop. Ditch the surface sh*t. Rejoice in the notion that a tired tradition is becoming a bygone tradition. Oh, and have a beer with some friends. Warm fire and peacefully falling snowflakes = bonus points.
But what makes this campaign particularly noteworthy is the art behind it all. Literally. Those frozen-in-time typical corporate characters from the holiday party play? Someone made them. Specifically, artist Alex Prager. They’re incredible and will “live on” as be part of an art installation at the Los Angeles County Museum of Art and OOH advertising sure to make folks stop in their tracks. Here’s some more deets from The Muse’s story:
Figures from the spot—which ends with the line " 'Tis Miller Time"—will appear in an outdoor exhibit at the Los Angeles County Museum of Art from Nov. 21 through Jan. 3, and headline a virtual experience at LACMA.org. (They're not alive, but they sure get around.)
"Miller Lite and DDB trusted me to make 15 life sculptures with complete creative autonomy," Prager says. "It's one of those dream collaborations that comes along once every five years or so."
Sure, the brand will still have the “ugly sweater” assortment (and such) as part of now-typical holiday playbook stuff. But kudos to the brand for upping the game via a true piece of art.
