Miller Time Nears for Y&R

Young & Rubicam’s upcoming work for Miller Brewing will showcase the brewer’s three top brands under the “Miller Time” theme.

The Chicago shop’s TV spots are intended to provide Miller with an “identity [for] its main brands in a moving way,” said Erv Frederick, vice president and general man ager of Miller’s trademark strategy business unit.

Y&R returned to the beer company’s stable last year with new product assignments and consulting work. A concept for the multi-brand campaign was presented at Miller’s distributors meeting last week and remains in development, Frederick said.

Miller unveiled 53 new commercials for its trademark brands— Miller Lite, Miller Genuine Draft, Miller High Life and Miller High Life Light—at the convention, with a strong emphasis on spots targeting the Hispanic market.