3 of 5 Ogilvy Spots Are Shown at Meeting
NEW YORK--"Grab a Miller Lite. It's Miller Time," is the tagline on the highly anticipated first work from Ogilvy & Mather for Miller Brewing.
The first three spots were shown last week at the company's annual national sales meeting in Dallas. The humorous spots feature Lite drinkers bonding with each other and the beer. One shows a hospital patient with braces receiving a radio sportscast.
The work was presented by the shop's co-president and chief creative officer, Rick Boyko; creative director David Apicella; and worldwide client services director Rick Roth.
"The reaction was extremely positive," said Roth, of Miller's response. "There weren't giant raves, but everyone seemed to be happy," added Boyko. "There was lots of laughter at the right moments."
Another execution depicts guys in a bar who rub their eyes in order to see "stars." The third shows a designated driver who cannot drink but drives home a group of beautiful women. The new tag is in all the spots.
The work, which breaks this month during the NCAA basketball playoffs, was devised by
two creative teams, said Apicella. Jim Jenkins and Joe Johnson created "Thanks Bob" and "Radiohead"; Chris Curry and Brendan Gibbons created "Eye Rub." Bryan Buckley of Hungry Man, a production company here, directed.
Ogilvy won the $100 million Lite account about nine months ago from Fallon McElligott, Minneapolis without a review.
Apicella said Ogilvy is already shooting two more spots. The campaign will be integrated with outdoor and radio work as well as Hispanic advertising.