MGD Spots Add ‘Mystery, Sexuality, Confidence’

A bot–tle cap bouncing suggestively on a bed and a barely clad woman on the lam are central to two new TV spots for Miller Genuine Draft from J. Walter Thompson.

The 30-second ads, directed by Tarsem, feature techno music and no dialogue. In one, a couple is interrupted by a loud party next door, whose music is making their bedroom shake. The man grabs two MGDs and shows the girl how to bounce the bottle cap on the bed, suggesting the party is a “genuine opportunity” to take advantage of the vibrations.

In the other spot, a man watches TV in a motel as a woman showers. He learns that she is the “Bombshell Bandit,” but chooses not to turn her in, seduced by her skin-baring outfit and the MGD bottles she holds.

Both “Love Thy Neighbor” and “On the Lam” continue to use the “Never miss a genuine opportunity” tagline and suggestive scenarios seen in an earlier effort, but are radical departures from that work’s low-key humor, said Bob Mikulay, svp of marketing for Miller.

“As we reflected on the first executions, we strove to tighten those with a stronger message of mystery, sexuality and confidence,” he said.

The spots were shot in Spain, using Spanish actors during the SAG/AFTRA strike.

Mikulay said ad spending will be up from 1998, when it was about $60 million, per Competitive Media Reporting.

Prior ads showed drinkers grabbing opportunities in odd situations and a man forced to wear oversized bowling shoes because of a “missed opportunity” at a bowling alley.