Takeover with HS82

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.