Anyone who hated New Year's celebrations with colleagues in the office will appreciate the creativity of advertising for the popular Miller Lite light beer brand.
The new Farewell Work Holiday Parties campaign builds on a study that says more than half of office workers won't worry about the absence of corporate parties, traditional for the holiday period, canceled this year due to the coronavirus pandemic. The main idea of advertising is that the time freed up as a result of the refusal of an event at work can now be spent on a much more pleasant pastime with friends. Even if it's virtual.
The advertising is based on hyper-realistic sculptures by American artist Alex Prager, who immortalized the most unpleasant moments that often happen during corporate events.
So, in the video you can see, for example, a statue depicting a person who is frankly sick of being at a party and he does not even try to hide it. There you can also see the statues of characters who have been on a spree and even a statue photocopying its own backside. It seems that many who participated in such events will be able to see familiar moments. After all, corporate parties are very similar in many countries.
The action takes place against the background of melancholy music of a festive theme. But at a certain point, it becomes much more cheerful and we are shown already living people who are spending time with family and friends much more interestingly. And Miller Lite beer helps them in this.
“Not having to make small talk or take group shots with co-workers is a holiday gift in itself,” Courtney Carter Dugan, director of activation at Miller Lite, said in a press release.
In addition to advertising, Prager's figures will also be featured in an art installation at the Los Angeles County Museum of Art (LACMA), which will be open and free to the public from November 21 to January 3. They can also be seen in a virtual installation on the museum's website.
Miller Lite parent company, Molson Coors has been particularly aggressive in marketing since the start of the pandemic. Since March, it has launched more than 30 campaigns, most of which were not planned at the beginning of the year. Some of those that were planned had to be cancelled. For example, the campaign that was supposed to run during the canceled NCAA basketball tournament.
Instead of sitting back and waiting for it to be over, Molson Coors has developed a strategy based on 5 points: willingness to act, not to sit idly by, find reliable partners to work with, keep moving forward and develop creativity, according to company representatives. .