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Miller “Downhill” 2006

Miller “Downhill” (2006) is a Miller commercial directed by Frédéric Planchon for Mother, produced by Academy. It won 3 awards, including D&AD 2006 Wood Pencil — TV & Cinema Crafts / Art Direction and British Arrows 2006 Bronze — Alcoholic Drinks.

A young man cycles downhill through a vibrant city, passing by diverse people and places, before returning to his friends with a refreshing Miller Lite.

Video: frederic planchon on Vimeo

Frames

  1. A young man on a bicycle rides down a hilly street, passing by a house with people on the porch and a market, eventually returning to the house.© Miller0:00
  2. Miller “Downhill”, shot 2© Miller0:15
  3. Miller “Downhill”, shot 2© Miller0:23
  4. Miller “Downhill”, shot 2© Miller0:30
  5. Miller “Downhill”, shot 2© Miller0:38
  6. Miller “Downhill”, shot 2© Miller0:45
  7. Miller “Downhill”, shot 2© Miller0:53

Stills © Miller. Made by Mother, Academy and Frédéric Planchon.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Effortless journey, genuine connections, and easy enjoyment with Miller Lite.

Tagline: “GENUINELY EASY”

journey motifslice of lifeurban explorationfriends gatheringeffortless cool

The cut

Length
61 s
Shots
3
One take
60 s in a single shot

What creatives use Miller “Downhill” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Miller “Downhill”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young man on a bicycle rides down a hilly street, passing by a house with people on the porch and a market, eventually returning to the house.© MillerMiller “Downhill”, 0:15© MillerMiller “Downhill”, 0:23© MillerMiller “Downhill”, 0:30© Miller
    Frames from Miller “Downhill”

  2. 02How a one-take commercial is built

    60 s in a single shot: you need to see how the camera and the action are staged, beat by beat.

    Open the spot and scrub the take moment by moment, with what happens in each beat.

    A young man on a bicycle rides down a hilly street, passing by a house with people on the porch and a market, eventually returning to the house.© MillerMiller “Downhill”, 0:15© MillerMiller “Downhill”, 0:23© MillerMiller “Downhill”, 0:30© MillerMiller “Downhill”, 0:38© MillerMiller “Downhill”, 0:45© Miller
    Length: 61 s · Shots: 3 · One take: 60 s in a single shot

  3. 03Ad ideas: every spot built on a journey motif

    Before you present an idea, you need to know who has done it, and how.

    Miller “Downhill” is built on a journey motif. Search the library by idea to see every spot that uses it.

    Exide “The Moving Canvas”© ExideTelstra “This is Footy Country”© TelstraMagdy Yacoub Heart Foundation “Lonesome Traveler”© Magdy Yacoub Heart FoundationVirgin Media “Highland Rider”© Virgin Media
    Exide · Telstra · Magdy Yacoub Heart Foundation · Virgin Media

More commercials by Frédéric Planchon

More from Mother

Award-winning beer commercials

  • Cervecería y Maltería Quilmes "Coincidencias" (2023) commercial still© Cervecería y Maltería QuilmesCervecería y Maltería Quilmes “Coincidencias” 2023Dir. Augusto Giménez Zapiola · draftLine BueEl Ojo de Iberoamérica Grand Prix 2023
  • Foster's "Good Call" (2014) commercial still© Foster'sFoster's “Good Call” 2014adam&eve\TBWAIPA Effectiveness Awards Grand Prix 2014
  • Andes "Huracán Laura" (2013) commercial still© AndesAndes “Huracán Laura” 2013Dir. Armando Bo y Andrés Salmoyraghi · Del Campo Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Grand Prix 2013
  • Guinness "noitulovE" (2005) commercial still© GuinnessGuinness “noitulovE” 2005Dir. Daniel Kleinman · AMV BBDOCannes Lions Grand Prix 2006
  • Budweiser "True" (2000) commercial still© BudweiserBudweiser “True” 2000Dir. Charles Stone III · DDB WorldwideClio Awards Grand Prix 2000
  • Guinness Brewing GB "Bicycle" (1997) commercial still© Guinness Brewing GBGuinness Brewing GB “Bicycle” 1997Dir. Tony Kaye · Ogilvy & MatherEpica Grand Prix 1996

Questions

Who directed the Miller “Downhill” commercial?

Frédéric Planchon directed it, produced by Academy, for the agency Mother.

Which agency made Miller “Downhill”?

Mother created it for Miller (2006).

What awards did Miller “Downhill” win?

3 awards, including D&AD 2006 Wood Pencil — TV & Cinema Crafts / Art Direction, D&AD 2006 Wood Pencil — TV & Cinema Crafts / Special Effects and British Arrows 2006 Bronze — Alcoholic Drinks.

What is the tagline of Miller “Downhill”?

“GENUINELY EASY”

Sources for the credits and awards

britisharrows.comdandad.org