Miller Lite's strange new beer can lets you stream NFL games for free
Brew brand's 'Cantenna' follows the vessel that doubled as a game controller
Sep 14, 2020
Just ahead of last night’s NFL games, Miller Lite debuted its latest “product”—a strange-looking beer can adorned with a set of football goal post-shaped antlers.
The unusual innovation is what the brand has dubbed a “Cantenna,” a vessel of brew that doubles as a digital antenna and allows cord-cutters free access to NFL games.
The campaign, from DDB, started yesterday on social media with linksimitating sketchy streaming sites that led viewers to a humorous country music video warning about the dangers of illegal streaming. It features a country crooner singing about how football watchers’ excitement is cut short by their illegal game-watching strategies.
“Well you waited all year for football to get here,” he sings. “Now it’s just about to start you can almost smell the grass, you can almost taste the beer but instead you’re on a shady Russian website, so keep on clicking on those links till your face turns blue because Sunday night is back— but not for you.”
The film then follows the story of one illegal streamer, now in prison. He consults with his attorney, who chides, “You should have used the container!” The video then directs viewers to a phone number, 877-Cantenna, which if called, directs them to a website where they can submit their name to win one of the devices.
The "Cantroller" is an actual 12-oz can of beer equipped with a digital antenna and coaxial cable that gives viewers access to all local channels, including networks like CBS, NBC and ABC, ensuring viewers access to NFL games. Former NFL player and gamer Kyle Long documents how it works below, though we wonder how you can avoid stabbing your own eyeballs when drinking from this particular can.
“Streaming live sports can get frustrating and expensive and if cord-cutters want to watch football, they’re often forced to resort to sketchy, unreliable, illegal streaming,” said Stephanie Clanfield, associate marketing manager, Miller Lite in a statement. “Miller Lite is determined to bring you smooth streaming and make your Miller Time a little easier with the new Miller Lite Cantenna.”
DDB Chicago worked with M ss ng P eces to create the actual Cantenna device and digital assets for the company. To produce the music video, it tapped production company Smuggler and director Tony Yacenda, known for his Netflix series "American Vandal" and for his collaborations with Lil' Dicky on FX Networks' "Dave."
The “Cantenna” is not the first vessel innovation from the brand. Last June during the E3 gaming convention, the brand unveiled the “Cantroller,” a 12-oz can of beer that was also a fully-functioning gaming controller.