Fallon's Miller Rescue

Pitch Did Not Go Smoothly for Incumbent
CHICAGO–Fallon McElligott’s save of the $150 million Miller Lite ad account came despite a late December meeting at which the agency did not impress client executives, sources said.
The agency worked feverishly on new creative between that meeting and Jan. 15, when its work was judged to be the best, sources said.
Fallon’s winning idea to replace the “Dick” campaign was a closely guarded secret, but one source speculated the new work would be a modern take on the ads that made the brand famous: the “All Stars” campaign featuring retired jocks and tough guys.