Miller, JWT Keep It Simple for MGD Campaign

Having launched new work for Miller Genuine Draft that falls back on the time-tested formula of simple, slightly risque humor, Miller Brewing remains in search of a winning approach for its flagship Miller Lite brand.
The “Genuine Opportunity” spots for MGD broke this weekend, six months after J. Walter Thompson here was charged with righting the uneven marketing efforts behind the brand, previously handled by Wieden & Kennedy, Portland, Ore.
Ogilvy & Mather, New York, in July picked up Miller Lite, whose “Dick” campaign from Fallon McElligott, Minneapolis, continues to serve as the poster child for quirky but ineffective advertising.
Sources have said O&M sold boards for a new Miller Lite campaign, but client senior vice president of marketing Robert Mikulay indicated nothing is imminent.