MILWAUKEE, WI–(HISPANIC PR WIRE)–July 9, 2002–Miller Brewing Company has announced that its cameras will begin traveling to the top eight U.S. Hispanic markets in search of a main character for their new Spanish language commercials. Under the direction of Latin film-maker and director, Rico Martinez, the ad’s concept is based on Reality TV format, becoming the first TV commercial produced in real time directed at Hispanics in the United States.
Recorded live, Miller Lite’s new ad brings the television advertising world new reality based commercials, something still quite new to the Hispanic market, following the same format used in television series such as “Survivors,” MTV’s “The Real World” and “Protagonistas de Novela” – a Hispanic TV series. In search of the “social spokesperson” the beer company’s production team will travel to San Antonio, Texas Valley, Chicago, Houston, Dallas, Miami, San Diego and Los Angeles, among other cities. The production crews will try to discover the social spokesperson by conducting multiple auditions among adult consumers who are enjoying Miller Lite while enjoying themselves and celebrating with friends at local bars and clubs in these cities.
“This is something new for U.S. Hispanic TV. We are creating a commercial in ‘real-time’ where the participants will be filmed ‘live’ in their regular surroundings at a local bar or pub where we will truly capture the essence of how Latino’s have fun,” explained Rico Martinez, director for the Hispanic TV advertisement. “For Latinos, sharing good times with friends is an essential part of life. This is why we want to spontaneously find our social spokesperson in an everyday setting. We are looking for a character who is unique, a character who reflects his or her culture and, at the same time, who is able to enjoy Miller Time with friends,” added Martinez.
Rico Martinez brings extensive experience in filmmaking and directing reality television programs such as Road Rules and MTV’s The Real World. The Hispanic director will be in charge of the advertising production and identifying, along with his team, who will be the social spokesperson starring in Miller Lite’s new TV commercial.
Additionally, Eduardo Casas, Senior Brand Manager for Miller Brewery Company International stated that developing this kind of campaign was a way of showing Hispanic consumers how important this market segment is for the company, which is growing at a rate four times faster than the general market population. “Camara Miller focuses on two key factors: it reaches Hispanic consumers through their own language, where they will be the stars of their own TV commercial, and it transmits the best of the Latin spirit through television while restating brand loyalty,” said Casas.
At the beginning of the Fall season, TV audiences will enjoy the best Camera Miller proofs from July, out of which the final TV commercial for Miller Lite will be chosen.
About Miller Brewing Company
Miller Brewing Company is a wholly owned subsidiary of Philip Morris Companies Inc. Principal beer brands include Miller Lite, Miller Genuine Draft, and Miller High Life. The company imports Foster’s, produces SKYY Blue, Sauza Diablo and Stolichnaya Citrona flavored malt beverages, and has primary products ICEHOUSE and Red Dog from the Plank Road Brewery, a small division of Miller. Specialty regional brands include Leinenkugel’s and Henry Weinhard’s. The company brews Sharp’s, a non-alcohol brew and has malt liquor brands including Olde English 800 and Mickey’s Malt Liquor. More information is available at http://www.MillerBrewing.com, http://www.MillerLite.com and http://www.SKYYBlue.com.
Miller Brewing Company
Ron Acosta, 414-931-6798
Karina Diehl, 305-347-4375