What's your take on: Miller Lite's 'Population'

(‘What’s Your Take On’ is a weekly feature, where we ask adland for their take on campaigns from across the globe. We trust you’ll enjoy the read; should you wish to give us your opinion on a commercial, mail us onmukta.lad@web18.inand we’ll holler the moment we have an ad for you!)

Miller Lite’s new commercial, ‘Population’, sort of explains how most people currently walking the earth came to be born. And before we give out more, maybe you should just watch the commercial:

We spoke to three copywriters from adland about the commercial - Sandeep Iyer, creative group head, DDB Mudra West; Aarish Matcheswalla, creative partner, One September and Nikhil Pandey, senior CD at Dentsu – and here’s what they had to say…

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What did you think about the ad? Yay or meh?

Sandeep: Meh! Loved the thought. Disappointed with the linear execution.

Aarish: Yay for me. It’s a good follow up to their ‘6 Pack’ commercial that ran last year. Also, now the unspoken truth of how my brother was actually conceived, is out.

Nikhil: Huge yaaayyyyy. The kind of stuff every writer (especially male) would like to do.

Did you agree with the ad’s insight?

Sandeep: Yup. I love my beer. And hate my beer belly.

Aarish: Miller wants to drive the point that they invented the light beer category in the 70s. This truly changed the course of beer history forever: a low calorie, less filling beer that doesn’t sacrifice taste or quality. They’ve even re-launched the Original Lite Can. A history lesson, well told. I agree.

Nikhil: Insight is simple. Less calories. No beer belly. But they pushed to a level. Perhaps, they could have done a little more - but the sign-off line ‘Invented light beer and you’, is in one word, nice.

[caption id=“attachment_89843” align=“alignleft” width=“380”] Nikhil, left; Aarish, top right; Sandeep, bottom right[/caption]

What about the ad appealed to you the most?

Sandeep: The beer.

Aarish: The authenticity of the ad. I also like the tongue-in-cheek humour. I like the background track too, and coincidently it is on my playlist these days. (The song is Joy by Apollo 100)

Nikhil: Besides telling me that there is the light beer - it is a pay off that I can drink as much beer and not get a belly and still get the girls. And very nicely shot.

What did you like about the least?

Sandeep: The predictable storyline. Hate to believe that at the end of the day, it’s all about wooing women.

Aarish: That the ad has just got some 4500 odd views on YouTube. While the ad is not exceptional, it does justice to the campaign and the previous commercials.

Nikhil: Nothing at all. Simple ad. Tells me about the less calories and hey - that’s all I want. Perhaps, couple of more women would have been nice. But jokes apart, there is nothing much to add.

If you had to make this commercial for Miller Lite differently, how would you do it?

Sandeep: Would have drawn a correlation between beer belly and losing a chance to go to the moon.

Aarish: If I had to make this commercial I would probably end up screwing it. Imagine, couples in bell bottoms and Mithun hairstyles from Ghatkopar sitting on Juhu Chowpatty having Miller Lite and a kalakhatta gola, and then doing the ‘hubita-hubita boom’ to a 70’s Bollywood track. So disturbing. I think this commercial works just fine.

Nikhil: Okay, on top of the mind - show burly, mean guys freaking out, tears of joy running down their cheeks. Or have a hot model deliver a 30 second VO. Okay - that’s a clich.

Maybe a man making two absurd wishes which are rejected and third is granted for the no beer belly. Or guys out shopping for clothes/rushing for sale, economy goes up, country does well, everyone is happy - and now pop open that Miller Lite can.