Creative: Of Beer And Brain Candy

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After years of declining sales, Miller Lite takes a good, long walk on the wild side.
Dick paid off a Texas steer with caseloads of brew. Dick discovered true love between a woman and her aluminum robot. Dick set a giant, vengeful beaver after a group of woodland settlers. Still, 50-plus spots into Miller Lite’s outrageous campaign, Dick–notably Fallon McElligott copywriter Linus Karlsson and art director Paul Malmstrom–promises: “People haven’t seen anything yet.”
A year and half ago, the advertising industry was jarred out of its comfort zone when Fallon McElligott in Minneapolis introduced a campaign centered around Dick, the “creative superstar” pictured in a ’70s-style yearbook photo.




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