Michelob Light Has 'Nice Finish'

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.