Chicago-based MillerCoors is back to poking fun at its archrival Anheuser-Busch in a new spot set to air in 37 markets during the Super Bowl on Feb. 7. The Super Bowl spot is being heralded in a new teaser ad that features the popular, down-to-earth Miller High Life delivery man, who is attacking the big muckety-muck companies that roll out those Super Bowl spots -- referred to as "30 seconds of nonsense."
The Miller High Life delivery man and a co-worker decide Miller High Life should run a spot during the Super Bowl that pays tribute to the little guy. So that is what viewers will see in select major markets during the upcoming Super Bowl. Among the little guys being honored in the Miller High Life spot is Chicago's Tim Herron, who opened Tim's Baseball Card Shop in 2004 in the Lincoln Square neighborhood.
Saatchi & Saatchi/New York created both the teaser and the Super Bowl spot. MillerCoors cannot air its little guy spot nationally because A-B has exclusive national rights in the beer category for the Super Bowl telecast.