One of the few good things that the pandemic has ended this season are those painful holiday parties that many of us have had to endure.
To help bid holiday parties farewell, Miller Lite is launching a national ad and social campaign memorializing their most cringe-worthy moments. And they’ve partnered with visual artist Alex Prager to immortalize those awkward events with a festive and funny holiday ad that is now also part of a prominent art exhibit in Los Angeles.
“Most workers have mixed feelings about the company holiday party, and the silver lining is canceled holiday parties,” says Sofia Colucci, vice president of marketing for Miller Lite shared with Beer & Beyond. “Now Alex Prager is lending her unique perspective to show the contrast between forced fun and the authentic interactions that Miller Time is all about.”
Alex Prager is known for her elaborately staged scenes that expose the often-overlooked aspects of everyday life and culture through realistic characters. And her latest project captures some of the most uncomfortable moments of holiday parties, like the co-worker wearing a wreath, the close-talking colleague, the crying co-worker, and even the catered meals.
Prager worked with a Hollywood special-effects company to create the 15 sculptures, which bring to life the cringe-worthiness of holiday parties, where workers too often see an unvarnished side of their colleagues.
“It’s rare that a project like this comes my way. It’s one of those dream collaborations that comes along once every five years or so,” Prager said…
“It touches on many things I’ve been exploring in my artistic practice – the line between reality and artifice and how we find ways to connect as humans through both raw emotion and performance, or projected realities.
“This year has been a disaster in terms of connecting with people we share common realities with, Prager added. “So I was very excited to work on a project that is ultimately about love and the human condition seen through an elegant and humorous lens.”
The lifelike characters from Miller Lite’s TV ad are now part of an art exhibit at the Los Angeles County Museum of Art (LACMA), which lasts through January 3.