Replacements for Fallon's 'Dick' Spots Seen as 'Straight-Ahead'
NEW YORK--"Dick is a four-letter word."
Those are the vibes at Ogilvy & Mather, which recently succeeded in selling Miller Lite five boards for a new campaign, six months after the New York agency won the $100 million account without a review, said sources.
The old Lite campaign, by Miller's previous agency, Fallon McElligott, based in Minneapolis, was titled, "Dick," after a fictitious copywriter credited with writing zany commercials. Ogilvy is steering clear of Fallon's slant, said a source, with 10 boards, half of which have been approved by the Milwaukee client and greenlighted for production.
Another source said the Ogilvy ads feature "straight-ahead" humor. "They look like everybody else's beer commercial," the source added. The campaign will break sometime in the first quarter, said sources, around the time of the wholesalers' convention, scheduled for March in Dallas.
A portion of the new work will take aim at Hispanic consumers, a demographic that has not been familiar with the brand, said a source. LatinWorks, an Hispanic agency based in Austin, Texas, and Uno Communicaciones in Dallas are providing strategic planning. Uno, in particular, is charged with doing cultural translations of the Ogilvy creative for the Hispanic market. Uno also has created a Lite ad featuring actress/model Daisy Fuentes that is currently airing on TV.
A pair of Nascar Miller Lite spots, which are not part of the main branding campaign, but were created by Ogilvy, are already in production and will be airing in January, said a source.
Miller Lite distributors have not seen the latest work, said sources, but anticipate being informed about it in a satellite communication from the brewer this week. According to sources, sales have been on the rise since the Dick work was scrapped, and there is an additional feeling of optimism among wholesalers. --with Gerry Khermouc