TBWA and Miller Lite Wore the Season’s Biggest, Ugliest Sweater

By Patrick Coffee 

During September’s Advertising Week in Manhattan, PNYC and the Outdoor Advertising Association of America reminded us that OOH work is effective, dammit, with a series of placements on buses, subway stops, et cetera.

It’s totally true. But sometimes we don’t even get the full story BEHIND the ads we see while walking through Times Square every morning…like this one, which was facilitated if not technically created by TBWA (office unclear) for client Miller Lite.

In short, the agency got Brooklyn-based crochet artist London Kaye to make an entire sign/facade in the form of an ugly holiday sweater to promote Miller. (We know you’re skeptical, but some of her street art is pretty cool despite the fact that the phrase “yarn-bombing” is, like, whatever.)


Here’s the making-of video, which does not seem to include anyone from the agency though we’re told the whole project was TBWA’s “brainchild.”

We walked past this sign at least five times without realizing that it was anything more than a standard billboard, but now we do appreciate the amount of manual labor that went into it.

Will it convince city folks to drop their pretenses and drink Miller Lite? Maybe if it’s served in solo cups at a loft party or something. (If you’ve already had a few, you won’t taste the difference. Trust us.)

UPDATE: Credits received!

Agency: TBWA\Chiat\Day Los Angeles
Chief Creative Officer: Stephen Butler
Executive Creative Director: Fabio Costa
Creative Director: Dave Horton
Creative Director: Matthew Woodhams-Roberts
Copywriter: Vincent Largoza
Art Director: Jason Kim
Executive Project Manager: Alice Pavlisko
Chief Production Officer: Tanya LeSieur
Director of Production: Brian O’Rourke
Director of Print Production: Kacey Harahan
Executive Producer: Dena Moore
Print Producer: Jasmine Gomillion
Group Account Director: Chris Hunter
Account Director: Bryan Reugebrink
Account Supervisor: Tommy Cottam
Account Executive: Emily Peck
Senior Strategic Planner: Gary Klugman
Senior Social Strategist: Jessica Rudis
Director of Business Affairs: Linda Daubson
Business Affairs Manager: Dorn Reppert