Miller High Life’s ‘I Am Rich’ Continues to Engage
Leo Burnett Chicago’s latest work is a continuation of the successful campaign
In a continuation of the successful “I Am Rich” campaign launched in 2014, Arc and Leo Burnett created two new spots for Miller High Life. “Gentleman’s Quarter’s” and “Studio” take a tongue-in-cheek tone to communicating that the richness of life comes from how you live it.
“The established millennial has reinvented what it means to be well off,” said Christina Hormuth, account supervisor at Arc/Leo Burnett. “Higher living no longer means having things, money, etc. It means having the substance to discover and pursue what really makes your life rich.”
In “Gentleman’s Quarter’s” a group of friends casually gathers in a garage hangout. As a voiceover ironically describes an upscale scene involving “sipping champagne and perusing the art collection,” the camera cuts to images of a Miller High Life bottle and a woman browsing through vintage records.
“Studio” captures a band practicing in a low-key recording space, while accompanying voiceover describes the scene as full of "clamoring fans” in the “extravagant private studio.”
Critically acclaimed director of photography Rodrigo Prieto ("Brokeback Mountain") was tapped to shoot the film. He used rare stock 35XX Kodak film to achieve each spot’s gritty texture. The agency also cast real friends for the spots.
“Gentleman’s Quarters” and “Studio” launch May 2 on cable channels including AMC and FX, among others. The campaign includes print work in outlets including Fader, Vice, Rolling Stone and Pitchfork, as well as out-of-home elements, which will follow later in the month.
Follow the campaign online using #IamRich.
“I Am Rich” will be honored at this year’s North American Effie Awards in the “Beverages-Alcohol” category, which recognizes the most effective marketing campaigns of the year.