Continuing its shift to a more broad-based cultural agency, Don Coleman Advertising has expanded its relationship with Mil-ler Brewing Co.
The Southfield, Mich., shop has been the brewer's African American agency since 1999, but its latest TV work for Miller is aimed at the general market and promotes "responsible living." DCA landed the assignment after presenting ideas for a campaign to Miller executives last year, said Kevyn Lewis, DCA chief creative officer.
"We were impressed with Coleman's previous work and wanted the agency to have an opportunity to work on a campaign it could focus a lot of effort on," said a Miller representative. He added that the brewer typically uses roster agencies that are not working on core brands to handle the responsibility campaign.
DCA's idea was originally presented for an African American audience and touted Olde English 800 Malt Liquor, Lewis said. "Miller was astute enough to see it's bigger than color," he said.
With the new effort, DCA also wants to expand Miller's responsible drinking efforts beyond the 22- to 27-year-old group, Lewis said.
Unlike traditional responsible-drinking efforts, which simply have had a "don't drink and drive" theme, the new work focuses on other consequences of not drinking responsibly, Lewis said. The spots avoid a "preachy" tone through the use of serious humor, he said.
The first of four 30-second TV spots broke in late May and will be followed by three more spots, all scheduled to break between now and the end of the year. The current spot uses on-screen text, pairing the word "responsibly" with words like "celebrate," "drive," "drink," and "live."
Subsequent spots will deal with the consequences of failing to focus on issues such as marriage, dating and relationships. The final spot, which Lewis called "quite controversial," depicts overconsumption's relationship to sexually transmitted diseases.