Our goal was to launch a campaign to create Miller buzz during a crucial sales period, the football season. Thus, we designed a campaign to find a spokesanimal for Miller Lite. The campaign consists of various animals auditioning for the part, all the while subtly poking fun at our competition’s fondness for silly animal hijinks in their own commercials. Target audience: Males 24-35.

The Miller Auditions campaign launched with TV spots that ran in local markets, followed closely by the launch of the website. Each spot ended with the URL to millerauditions.com, where viewers could watch the entire webfilm audition for each ‘animal actor’ and rate each audition. The direct mail print campaign followed, creating casting sheets for each animal auditioning to be the new Miller Lite spokesperson.