Miller Lite announced last month that it would be attending the Super Bowl in the metaverse. DDB Chicago and DDB San Francisco would create an immersive game-day ad experience for viewers to watch at a virtual bar in Decentraland.
Brands without official NFL sponsorships refer to the big game as “The First Big Game Ad in the Metaverse,” according to Ad Age, which has a sneak peek at their commercial.
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Featuring an avatar spokesman who guides the main character, who is dressed in a flannel shirt, through a humorous tour of the commercial’s various gags, including a “relatable farmer” and a “culturally-relevant” pop star, as well as Clydesdales, puppies, avocados “from another country,” an alien, a robot and more.
As the character asks the spokesman, “What does beer have to do with horses?” in a not-so-subtle dig at Budweiser, which has a Clydesdales ad in the real game from Anheuser-Busch InBev.
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- For the 2022 Super Bowl, Miller Lite will open a bar in the metaverse.
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- Dizzyingly talented actress Ann-Christine Diaz
- brands that will be sponsoring the Super Bowl commercials in 2022
- Jeanine Poggi is the author.
Molson Coors, the company that owns Miller Lite, has taken another shot at its rival with this statement. Miller recently used a spot from Mischief to parody its competitor’s zero-carb Bud Light Next by claiming that Miller’s version has fewer calories. The BudLightNext.com website was turned into a jumble of URLs and absurd images as part of a prank by this entity, too. Following a report in Ad Age, the site was taken down immediately.
Super Bowl Commercial Running
One of AB InBev’s in-game spots, which has exclusive rights to Super Bowl beer ads, is a metaverse play in and of itself. Among the features of Bud Light Next’s new ad is a virtual reality guitar-playing female avatar. The “Bud Light N3XT Collection” was announced on January 27th, and the ad shows an NFT image to support that announcement.
One of Decentraland’s most successful brand partnerships since launching in 2017, DDB says the Miller Lite Metaverse Bar has caused the company’s server to crash at times. The experience’s limited-edition wearables were also gone in a flash, adding to the backlog.
Known for his storytelling on non-traditional platforms like the Emmy-winning “Take This Lollipop” horror experience, M ss ng P eces’ Jason Zada directed the Miller Lite spot. Since Sunday morning at 12 a.m., the ad has been playing continuously in the Miller Lite Metaverse Bar. Visitors can also try their luck at the bar’s golden tap, where they can win $500 worth of beer. Also on hand will be a mechanical bull, a jukebox, and, according to DDB Worldwide Chief Creative Officer Ari Weiss, “even a bathroom for your virtual business”.