Martin, Miller Win Over Budweiser Drinkers

CHICAGO Miller Brewing continues its direct ad assaults on Anheuser-Busch with a new round of television spots from The Martin Agency that will break during football telecasts this weekend.

Three TV commercials from the Interpublic Group shop in Richmond, Va., play off taste tests Milwaukee-based Miller conducted, asserting Bud and Bud Light drinkers prefer Miller Genuine Draft and Miller Lite’s flavor and taste. Actors portraying those test subjects are shown in the spots reluctantly pledging their new loyalty through a megaphone outside A-B’s St. Louis headquarters.

The spots also take on A-B’s claims that its beers are fresher, with one speaker telling the brewery that “it turns out that all beers brewed in America are fresh.”

In one spot, a newly converted Miller drinker gently chides A-B’s humorous advertising tactics, concluding his remarks with, “Still got the lizards? They’re funny little wise guys.”

Tom Bick, senior brand manager for Miller Trademark Brands, said the goal of pitting Miller’s beers against A-B’s on flavor and taste “is to provoke consumers to find out for themselves.”

“I’m not going to tell you which beer to choose, I’m going to try to tell you what [basis] to choose a beer on,” Bick said.

Also breaking this weekend is a new TV spot in the “Referee” series from WPP Group’s Ogilvy & Mather in New York. In this ad, a man delivering A-B products to a club staffed by comely women is called for several infractions, including providing second-rate beer, by a team of refs.