NEW YORK-In the most high-profile collaboration between Ogilvy & Mather and a shop in its Syndicate network of creative boutiques, a Miller Lite subcampaign broke last week during a nonsports event.
The six 15-second spots created by Ogilvy in New York and Richmond, Va.-based Work comprise the subcampaign to the "Grab a Miller Lite, it's Miller time," effort from Ogilvy that broke in March 2000.
The first three spots broke late last week on CBS's The Late Show With David Letterman and on NBC's The Tonight Show With Jay Leno.
The first shows a young man addressing an off-camera woman, saying if it doesn't work out with her current beau, she can take his phone number. Cut to a bewildered woman in a wedding dress.
Another spot shows three guys on a fishing dock with a cooler full of Miller Lite as one talks incessantly about hating how much people talk. Scott Bussen, marketing communications manager at Milwaukee-based Miller Brewing Co., described the scenarios as amusing "guy-type moments."
Bussen said the subcampaign and the fact that it's running on late-night TV are meant to home in on Miller Lite's 21- to 25-year-old men-its traditional target is 21- to 35-year-olds.
"The strategy for Miller Lite and the subcampaign is the same," Bussen said. "To demonstrate the importance of camaraderie and good times and to be able to laugh at yourself in a way that's not mean-spirited."
Bussen would not discuss spending. The work will run throughout the first quarter. Last year, Miller Lite spent $80 million in measured media in the U.S., per Competitive Media Reporting.