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Lite beer spot has gone high-tech.

Miller Brewing Co. unveiled advanced computer technology to reinforce Miller Lite's positioning in a television commercial which began airing last weekend.

The 30-second commercial, titled "Styling," was directed by James Cameron of "Terminator 2" fame. The spot uses a computer process called "morphing" to visually transform, or "morph," the wardrobe, make-up and hairstyles of two dancers from one era to the next. This is the first time the technique has been used to morph an entire moving scene, according to a Miller spokesperson.

"We're using a stylistic approach in this commercial to communicate and augment the timeless appeal of Miller Lite," explained Paul Basquin, Miller's low-calorie category director. "The TV spot shows that styles come and go, but Miller Lite, which helped create the low-calorie category, is and will remain the favorite of beer drinkers."

Working with computer experts from LucasArts Entertainment Co.'s Industrial Light and Magic, director Cameron blended the visual and dance movements to represent the evolution of styles.

"We believe the combination of the |Styling' commercial with the recently released |Visitors' spot clearly demonstrates Lite's leadership position and helps to strengthen the brand's momentum among beer drinkers," Basquin continued.
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Title Annotation:Miller Brewing Co. uses high technology to enhance Miller Lite advertisement
Publication:Modern Brewery Age
Date:Jul 27, 1992
Words:193
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