Goodby, Silverstein & Partners tells stories backwards and introduces a new tagline, "Nice finish," in its first advertising for Michelob Light, sources said.
Three new TV spots are in rough-cut form and await client ap proval. They open with people drinking Mich elob Light at a bar and then retrace the drinkers' steps leading to their arrival, according to sources involved in producing the work.
"The idea was that people would get the double entendre: It's a nice finish to the terrible day you've had and a nice finish to the beer as well," one executive said.
One spot opens with a man and woman drinking Michelob Light at a nightclub. The spot flashes back to show the man carrying a disco ball through the streets of New York. His task gets more difficult when he tries to bring the ball on the subway. The woman then pulls up in a moped and offers him a ride.
Another spot shows a man drinking the brew at a fancy bar. The flashback this time shows him carrying his groceries. He gets caught up in a crowd of revelers near a limousine and somehow ends up inside the bar with the partygoers.
A third spot also begins with a couple at a bar. The flashback shows how the woman is unable to get into her friend's apartment to do laundry and is forced to carry her clothing and tiny dog all over town. Eventually, she runs into the man, and they go out for a drink together.
The spots attempt to appeal to a young, urban target. "Some young people think that Michelob Light is their grandfather's beer, and [Goodby's] mission was to change that," said one source.
To do so, the spots were shot in Greenwich Village and other New York locations and are set to pulsing techno music.
Michelob Light's last effort was created by DDB and ran on the Food Network last summer. It was tagged, "Beer with a taste for food," and positioned the brand as super-premium.
Executives at Anheuser-Busch, which markets the brand, were unavailable for comment. Michelob Light spent $40 million on measured media in 2001, according to CMR.