MILLER 64
There’s a lot of math involved in making health-conscious choices. So when we found out Bud Light was launching a new zero-carb beer, we pared it back to basics. Miller 64 has 64 calories. New Bud Light Next has 80 calories. Now there was only one math problem we needed to solve: What number is smaller?
So we brought in a world-renowned mathematician to help us determine the answer.
The campaign garnered higher brand awareness than Bud Light Next (which launched with a multi-million dollar Super Bowl commercial) and was even honored by Maxim, Esquire, and ESPN as one of the year’s best Super Bowl spots, despite very much not being a Super Bowl spot.
THE CASE STUDY
THE WEBSITE
We asked people to go to WhatNumberIsSmaller.com to, naturally, tell us what number is smaller. The gifted few who could crack the equation were compensated for their expertise with beer.
THE EQUATION THAT DIVIDED THE NATION
It seems America can’t agree on anything anymore. Even which number is smaller, 80 or 64. This math problem quickly became a heated debate. Even with an opinion from an expert, many people refused to believe the facts.
not a super bowl commercial
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not a super bowl commercial 〰️
Despite the following headlines written about it.
“The best commercials of Super Bowl LVI”
“The very best of the 2022 Super Bowl commercials”
“Super Bowl commercials:
The best of this year’s million dollar spots”
RECOGNITION
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RECOGNITION 〰️
Cannes - Film Shortlist
Effies - Small Budgets Shortlist
PRESS
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PRESS 〰️
Client: Miller 64
Agency: Mischief USA
Role: Senior Copywriter
Senior Art Director: Tanner Thompson
ECDs: Bianca Guimaraes, Kevin Mulroy
CCO: Greg Hahn
Director: Julian Pugsley
Editor: Sophia Lou