DDB, Miller Lite, Eric Andre play ‘The Cantroller’

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cantroller-miller-lite

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.

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