MillerCoors is bringing back the High Life Man. Starting Monday, the brewer will reprise three classic ads for Miller High Life in several Midwest markets from a campaign that ran from 1999 to 2004. Spots feature a plainspeaking everyman who pondered topics like the fact that "beef" and "beer" have only one letter different.
The campaign was by Wieden & Kennedy, which today works for competitor Bud Light. The director was Errol Morris. The ads will run in Midwestern markets through the end of the year, including Chicago, Cincinnati, Milwaukee and Minneapolis.
The decision to bring the ads back came after the 112-year-old brand experienced success selling cans and bottles packaged in vintage designs, said Kedric George, director of heritage and economy brands for MillerCoors. The limited-edition, retro packaging hit the market in October and the brewer recently decided to extend the program through January.