Miller Genuine Draft Teams up with Hot Since 82 for New Global Campaign

Jun. 28, 2023

International premium beer brand Miller Genuine Draft has partnered with superstar house DJ Hot Since 82 as part of a new global marketing campaign, including a new TV advert, new track and a series of exclusive music events.

The advert, created by BBDO Zagreb, follows Hot Since 82 and his crew through city streets, filtering the noise of the city and turning it into a smooth beat to celebrate urban music pioneers and the sounds of the street. It encourages people to create their own "Miller Time" moments - whether that’s getting friends together for a party or turning up the music when doing a household chore. 

It features creative shots by Amsterdam-based food specialist production company Chuck Studios, which sees bottles of Miller Genuine Draft dancing to the urban rhythm, with vibrations created by the music rippling through the liquid to create unique patterns.

It will appear on TV for the first time in Hungary later this month and will roll out in other markets throughout the rest of the year, with exclusive content being released across global and local Miller social channels.

To coincide with the launch, Hot Since 82 has created a brand-new track inspired by the campaign, titled Atomic Sun, which will be available across streaming platforms from July 14th.

Alongside this, the public will have the opportunity to attend one of five Miller Time Live events in unique locations across the globe. As well as a headline set from Hot Since 82, the events will feature dancing buildings street dancers, and Miller-themed street art.

It follows on from the brand’s hugely successful 2022 campaign in partnership with Oscar winning director Joachim Bach, continuing the theme of celebrating free thinkers and self-made, original fun.

Speaking about the partnership, Hot Since 82 said: 

"I’m very happy to partner with Miller for this campaign. We had great fun on the shoot for the campaign and it was a great news experience to create a bespoke track for the project. My goal with ”Atomic Sun” was to really encapsulates those fresh, unexpected spontaneous moments, when everything comes together, something I love to do with my pop-up events. This is our 'Miller Moment' and I can’t wait to play the record out during the events we’re planning together."

 

Rebecca Mutty, Senior Global Brand Manager at Miller Genuine Draft, said: 

"We're so happy to launch our new campaign in collaboration with Hot Since 82. Miller is all about creating more refreshing, original times with your crew so we've partnered with one of the leading global house DJs for one of our hottest campaigns yet - featuring a new track, brand new TV advert and unique events in cities across the globe. The best part is that people can experience Miller Time Live for themselves. We're bringing these unique parties with Hot Since '82 as our headliner to some of the hottest cities around the globe, from Cape Town to Budapest."

 

Maja Rasic, Creative Director at BBDO Zagreb, said: 

"It has been such a fun journey working with Hot Since 82, but also various dancers, singers, graffiti artists and the rest of the amazing crew from all around the world. The film maintains its contagious, upbeat atmosphere that exudes a sense of limitless possibilities and carries an optimistic 'anything is possible' energy. This is merely a glimpse of what lies ahead and we are very excited to reveal more as time goes by!"