Errol Morris’ ‘High Life Man’ Ads Are Back, This Time With a Quarantine Twist

Miller's famed campaign returns after a 15-year hiatus

Miller High Life has revived its classic campaign from the 90s and early 00s. - Credit by Miller High Life
Headshot of Sara Spary

Miller’s High Life Man ads are among the most widely praised and memorable in the history of beer marketing, and for good reason—the short and relatable spots drove sales and helped the brand connect in a meaningful way with consumers.

And now, after a 15-year hiatus, Miller has brought the campaign back.

The ad series, which was originally created by Wieden + Kennedy and ran between 1998 and 2005, has been revived by the New York office of London-based agency adam&eveDDB. The agency won part of the Miller account in 2017 as part of a MillerCoors agency reshuffle and has now given the classic concept a modern, relevant revamp but kept the original ad series director Errol Morris (who told Adweek in a 2017 interview that he made “well over 100 commercials” for the campaign).

Like the original ads, adam&eveNYC said, the spots celebrate small victories in modern life, looking at how consumers live the “high life” under lockdown.

In one spot, we see a man conquer a beer stack made from empty cans, in another we see a man cut his own hair, and in the third two men perfect the art of throwing empty nut cases into a bin as the narrator quotes from the 1990s arcade game NBA Jam.

The new wave of three spots, shot by Morris at his own home during the Covid-19 quarantine, will run on TV, social and streaming services throughout the summer.

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@saramayspary Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.