The best campaigns originate from the creation of a powerful singular voice as the solution to a brand conundrum. For example, how do you elevate a plain, ole nothing-special-about-it beer? The answer: by creating the concept of The High Life as the embodiment of manliness. This was the launching pad for one of the best campaigns in the last few decades and the precursor to a million “embrace your manhood” copycat ads by others.

When you read this amazingly well written manifesto, you’ll realize how they made a ton of great spots within this campaign, many directed by the legendary Errol Morris. With a great starting point and strong positioning, incredible ideas come bursting out.

Source: http://www.errolmorris.com/commercials/miller_manifesto.pdf

Agency: W&K, Portland