Windell Middlebrooks, who has become a local hero due to his role as the Miller High Life delivery guy in commercials, will be featured on local TV stations during the Super Bowl Feb. 1.

But, don't blink. You might miss him.

In an effort to make fun of companies that spend up to $3 million for a 30-second commercial, and to create awareness, MillerCoors will feature Middlebrooks in a series of one-second commercials known as "blink" spots that will air in 25 local markets reaching 60 percent of the country.

"Miller High Life is all about high quality and great value, so it wouldn't make sense for this brand to pay $3 million for a 30-second ad," High Life Senior Brand Manager Kevin Oglesby said. "Just like our consumers, High Life strives to make smart choices. One second should be plenty of time to remind viewers that Miller High Life is common sense in a bottle."

Anheuser-Busch has exclusive national rights during the Super Bowl broadcast and will air 4½ minutes of spots during the game, but Miller is countering with spots on local stations that will begin airing before the game.

To build anticipation for the debut of the one-second ad, High Life has launched 1SecondAd.com. The Web site features several of the one-second ads that didn't make the cut, as well as a 30-second teaser ad that begins airing later this week. The ads were created by Saatchi & Saatchi, New York.