Miller Lite Tries To Shift The Game On Bud Light's Super Bowl Ad Strategy

Miller Lite can't advertise during the Super Bowl, because Anheuser-Busch is the big game's exclusive alcohol sponsor. But viewers who are watching other programming during the game might catch a new Miller Lite ad that thumbs its nose at rival Bud Light by borrowing Anheuser-Busch's Dalmatian mascot.

From The Wall Street Journal:

The spot shows a Dalmatian sitting on a couch watching an earlier Miller ad. After seeing the commercial, the dog leaps off the couch and runs down the street, where it's joined by other Dalmatians, which scamper out of a barn full of Clydesdales (another reference to Anheuser). The pack of pooches follows a Miller truck that reads: "Miller Lite Has More Taste Than Bud Light."

Trying to undercut AB during its biggest day of the advertising year, the Super Bowl is a formidable task. The WSJ reports that Miller will air its new spot about 300 times across 30 other networks such as ESPN and Comedy Central. Miller plans to spend $2.5 million to $2.7 million on the spot in the four days leading up to the Super Bowl. After its Super Bowl blitz, the commercial will run well into February.

The spot can be seen here.