Miller High Life has reunited with director and documentarian Errol Morris to revive its plainspoken “High Life Man” ads. The campaign, originally from Wieden+Kennedy, won acclaim in the late 1990s and early 2000s for its use of an everyman character to extol the virtues of simple pleasures like adding a slab of butter to a hamburger or fixing an uneven table with a beer coaster.
The new ads are adopted for the stay-at-home era. The three spots feature brainless activities to pass time amid the boredom that comes from confinement—including building a beer pyramid, tossing peanut shells into a wastebasket and a self-administered haircut. The ads come from adam&eveDDB New York, which recently picked up the High Life account. The campaign begins today and will run on TV and digital, airing throughout the summer.