Downhill - Miller

Frédéric Planchon’s “Downhill” commercial for Miller Genuine Draft turns a simple bike ride into a playful visual metaphor. The spot follows a man cycling downhill to buy a six-pack, only to discover that his return journey is downhill too—a seamless loop that feels effortless, as if powered by gravity itself. The twist captures the brand’s tagline in motion: there’s the hard way, and then there’s the Miller Way—easy, smooth, and enjoyable.

Created by agency Mother, the 60-second film marked their first collaboration with Miller in the UK after a brief pause and went on to air internationally. Its inventive storytelling and one-shot execution won praise across the industry, earning a D&AD Wood Pencil in 2006 for its clever use of special effects. By turning a simple ride into a metaphor for effortlessness, the ad redefined Miller’s brand identity with humor, grace, and a distinctly modern touch.