After you
drink the beer
inside,
the Cantroller
continues to
operate your
video games
I’m suddenly reminded of the line Tim Robbins said in The Coen Brothers’ Hudsucker Proxy, “You know, for kids!”
Okay, this “ludicrous” (DDB’s words in a press release, not ours) product innovation they’ve created for Miller Lite is definitely not for kids. But it is, “You know, for gamers.”
Introducing “The Cantroller.” That’s not a typo. It’s described by DDB Chicago and client, Miller Lite, as the first gaming controller you can drink. That’s right gameboys and girls, the Cantroller contains “fine pilsner beer,” a lithium-ion battery that lasts three hours and a micro-USB port to plug in and recharge.
It also comes with Bluetooth technology and haptic feedback, ensuring every button has an active response when you press them, making it perfect for those who like to sit back, ride a digital horse, shoot some baddies in Red Dead Redemption and drink beer.
We might add it’s inspired that a copywriter with the last name Stoner worked on this.
To launch the limited edition Cantroller, Miller Lite partnered with comedian and gaming fan Eric Andre (loved him on FX’s Man Seeking Woman) on a new campaign promoting this first-of-its-kind gaming controller. Watch the video below directed by Bullitt’s Anthony Leonardi:
ALSO READ: Leo B named lead agency for Coors Light
“We believe beer and gaming have always gone together,” Miller Lite said on its website. “Now, for the first time, they literally do.”
The Cantroller will be exclusively available at a drop event, taking place on June 12th in Los Angeles, coinciding with E3, the country’s largest gaming conference. Here’s the cool part, participants can actually play against Eric for the chance to win a Miller Lite Cantroller.
Now, the can only works before you’ve opened it and after you’ve drank the beer. It would get kinda messy after all if you attempted to do both. The competition will be live-streamed on Miller Lite’s Twitch channel, starting June 12th, 7pm PST.
Credits
Client: MillerCoors
CHIEF MARKETING OFFICER: Michelle St. Jacques
ASSOCIATE MARKETING MANAGER: Caroline Flood
DIRECTOR OF MARKETING: Lisa Rudman
SENIOR BRAND MANAGER: Justine Stauffer
VP: Anup Shah
PUBLIC RELATIONS MANAGER: Colleen Weber
AGENCY: DDB Chicago (Experiential: Jack Morton Worldwide)
COPYWRITER: Nick Stoner, Joey Johnson
ART DIRECTOR: Nick Howard, Guiga Cunha
CHIEF CREATIVE OFFICER: Ari Weiss (North America), John Maxham (Chicago)
GROUP CREATIVE DIRECTOR: Myra Nussbaum
ACCOUNT EXECUTIVE: Lauren Remar
CHIEF PRODUCTION OFFICER: Diane Jackson
PRODUCTION BUSINESS MANAGER: Scott Terry
BUSINESS TALENT MANAGER: Shirley McMahon
ASSOCIATE CREATIVE DIRECTOR: Nick Howard, Nick Stoner, Guiga Cunha
SVP, GROUP ACCOUNT DIRECTOR: Kiska Howell
PROJECT MANAGER: Leah Ziegler
ACCOUNT SUPERVISOR: Katelyn Ledford
SENIOR PRODUCER: Jason Georgen
EXECUTIVE PRODUCER: Keith Jamerson
DIGITAL AGENCY: Unit9
TECH LEAD: Andy Sheen
TECH: Mike Schrofel
HEAD OF PRODUCTION: Mindy Lubert
DIGITAL AGENCY: Unit9
TECH LEAD: Andy Sheen
TECH: Mike Schrofel
HEAD OF PRODUCTION: Mindy Lubert
PRODUCT DESIGNER: Yu-Chang Chou
PRODUCER: Martina Sogni, Winona Bedford
EXECUTIVE PRODUCER: Luca De Laurentiis
CREATIVE DIRECTOR: Yifei Chai
MEDIA AGENCY: Connect
PRODUCTION COMPANY: Bullitt
EXECUTIVE PRODUCER: Todd Makurath, Luke Ricci
DIRECTOR: Anthony Leonardi
DOP: Jenni Sprunger
PRODUCER: Nathaniel Greene
EDIT COMPANY: Whitehouse
EDITOR: Matthew Wood
EDIT ASSISTANT: Luke Sloma
PRODUCER: Lauren Connolly
POST PRODUCTION COMPANY: Framestore
CREATIVE DIRECTOR: Anthony Gibbs, Alex Thomas
CG SUPERVISOR: Jessica Groom
SENIOR PRODUCER: Rachel Mariscal Creasey
MUSIC COMPANY: The Elements Music
COMPOSER: Dan Bewick
CREATIVE DIRECTOR: Andy Carroll
EXECUTIVE PRODUCER: Ian Dalsemer
SOUND COMPANY: Studio 225
PRODUCER: Cameron Aper
STUDIO DIRECTOR: Kendall Fash
SOUND DESIGN & MIX: Nick Papaleo
PR: ICF Next
Source: Miller Lite
Contact Colin Costello at colin@reelchicago.com.
