The High Life

Hat tip to my buddy Rich for finding these gems, the Miller High Life TV spots by Errol Morris. I absolutely love these and, honestly, they made a High Life drinker out of me (that and the $5 price tag). A terrific celebration of characteristics of manly life that jive with me. They used to show these on ESPN Classic and the Vs. network and I was sad to see them pass out of circulation. But now here they are - all of 'em! Watch a few and you can see they've got my version of Virile Lit. all over 'em.

Advertising is a subject of interest to me because I work in the communications industry and the "beer wars" are an interesting topic in this vein, the endless struggle, fought out in creative spots on TV and in magazines, between the various mainstream brands in the U.S. I always thought Miller should stay in this direction, concentrating on sports and poker and the "everyman" appeal of its brand to weekend warriors, bowling alley lotharios and softball sluggers. It's an activity I remember from my childhood in the 70s and 80s, my dad playing softball with a bunch of guys and, dusty and grimed, hitting a friendly watering hole afterward. Are those days gone?

By the way, COD is gonna give me shit for my love of Miller High Life, Miller Lite and, yes, Budweiser (but not Bud Lite). To which I say only mea culpa! I like the craft brews, to be sure, especially this little label from my town, but, you know, steak and potatoes and all that....