Miller's "one second" Super Bowl ad aired on local stations in most areas of the U.S. It followed another Miller ad that ran during the previous week that complained about Super Bowl ad rates not being a good value like Miller Beer. The local buy strategy allowed Miller get around the designation of national advertiser Budweiser as the "official" beer sponsor of the 2009 Super Bowl. It is the first one second Super Bowl ad. Aired during the fourth quarter of Super Bowl XLIII on February 01, 2009.