SOURCE: MillerCoors


February 07, 2010 18:25 ET

Common Sense Says "Root for the Underdogs"

Miller High Life Provides 30 Seconds of "Big Game" Air-Time to Authentic Small Businesses

CHICAGO, IL--(Marketwire - February 7, 2010) - While much of the country watched two high-powered offenses battle it out on the gridiron, Miller High Life took a timeout for common sense by giving four small businesses 30 seconds in the spotlight with their very own "Big Game" commercial.

Miller High Life's ad featured Del's Barber Shop in Escondido, Calif., Tim's Baseball Card Shop in Chicago, Ill., Loretta's Authentic Pralines in New Orleans, La. and Bizarre Guitar & Drum in Phoenix, Ariz., proving there should always be room for the "Little Guys" on the Big Game.

"We always say that it wouldn't be the High Life if we didn't help people live it," said Miller High Life Brand Manager Joe Abegg. "What better way to help small businesses live the High Life than by giving them a Big Game ad?"

The commercial aired across the country through buys with local CBS affiliates and owned-and-operated stations during today's game. Miller High Life began building anticipation for the debut with a national 30-second teaser ad that debuted the week of January 25, most of which was filmed on location at Del's Barber Shop in Escondido, Calif.

"To feature Del's Barber Shop in a Big Game ad is like a ninety-million dollar commercial for a twenty-five cent business," said owner Dan Engelbrecht, "and we are thrilled to be a part of it."

The Big Game ad, as well as the teaser spot, can be viewed on and the Miller High Life fan page on Facebook. Both sites are designed to drive even more awareness for these small businesses, including features on each owner, outtakes and behind-the-scenes footage from the commercial shoots. Other businesses living the High Life across America are featured as well.

"This has been a real victory for small businesses everywhere," said Loretta Harrison, owner of Loretta's Authentic Pralines. "Miller High Life showed America what many of us already know -- small businesses are the backbone of this country."

Additional Supporting Quotes:

  • "Most people in my business don't do much advertising, let alone have the chance to be part of a national television commercial during the Big Game," said Tim Herron, owner of Tim's Baseball Card Shop. "It is an honor and a life changing experience to have been involved with this one-of-a-kind ad."

  • "I am so proud to have been part of a commercial that showed that small businesses deserve time in the limelight too," remarked Bob Turner, owner of Bizarre Guitar & Drum, Phoenix, Ariz. "The other business owners and I had a blast meeting each other and shooting the commercial together. It was a great experience all around."

Editor's note: Broadcast-quality videos of the ads and hi-res images are available for media to download by visiting

About MillerCoors
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company's premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, WI and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create America's best beer company by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.