Fresh News

THERAPY AND DIGITAS CHICAGO PUNCH UP THE PARTY FOR MILLER LITE

Los Angeles-based editorial company Therapy Studios sensationalizes the revolutionary design of the new Miller Lite punch top can in the comical new :60 “A Star is Born”, created by Digitas, Chicago and produced by Funny or Die’s recently launched production company Gifted Youth.  “A Star is Born” features an overzealous infomercial host aided by an awkward racetrack-suit wearing beer sidekick demonstrating the wide array of unconventional methods possible to utilize Miller Lite’s new punch top can.  The eight online videos answer the question, “How do you punch it?” through a series of sarcastic vignettes featuring low budget sets and over the top acting.

Click HERE to view the online video.

“A Star is Born” opens with a neurotic host vividly proclaiming, “This is the new Miller Lite punch top can.”  Two standing coolers fully-stocked with Miller Lite cans are rolled in behind him as he continues, “There are two openings to your destiny and one smooth pour that lets nothing get in the way.”  Continuing over to the test station, he states, “A true innovation, only the Miller Lite punch top can provides the ultimate freedom of expression in beer drinking situations.”  With the aid of his seemingly vacant assistant, he successfully tests both a shrimp fork and four color pen on the newly designed can.  An overly dramatic tension is reached when a telescopic back scratcher is put to the test, culminating with a highly confident sigh of satisfaction by the host.  “Objects in your pockets, article within arms reach—these are the vehicles of greatness!”  The segment wraps with the host holding up a melon baller, probing, “How do you punch it?”  We close with the new Miller Lite can along with the super, “It’s Miller Time.”

The online series also features “Tent Stake,” “Tongs,” “House Key,” “Dollar Bill,” “Rockstar,” “Trophy,” and “Paintbrush,” all of which humorously depict unique methods in which to employ the can’s latest feature to allow for a smoother pour and overall more enjoyable beer drinking experience.

About Therapy

Amidst the anxiety and occasional insanity of commercial, feature, music video, and interactive projects, Therapy Studios offers refuge.  Led by founders Joe DiSanto, John Ramsey, Wren Waters and Doobie White, the award-winning team is constantly achieving breakthroughs in creative editorial and post-production for clients like Playstation, Chrysler, Sony, Wells Fargo, Activision, PBS, and KIA.  Housed in a calming, state-of-the-art West LA space, Therapy features custom-built editorial, finishing, design, audio, and color grading suites.  www.youneedtherapy.tv

Credits:

Client: MillerCoors/Miller Lite
Title: “A Star is Born” :60
Agency: Digitas, Chicago
Copywriter: Miguel Barron
Art Director: Dan Tica
Agency Producer: Debbie Heagy
Production Company: Gifted Youth
Director: Tim Ketchersid
DP: Ryan McNeely
Executive Producer: Dal Wolf
Executive Producer: Josh Martin
Editorial & Post: Therapy Studios
Editors: Kristin McCasey, Doobie White
Assistant Editors: Thomas Tedesco, JC Nunez
Editorial EP: Joe DiSanto
Online Artists: Omar Inguanzo, Karen Heston
Colorist: Mark Osborne
Mixer: Lihi Orbach
Music: APM Music

This entry was posted in Spots and tagged , , , , , . Bookmark the permalink.