'Dick' Is Dead, But Fallon Remains

Agency Gets Unexpected Nod to Create Next Miller Lite Campaign
CHICAGO–Fallon McElligott’s save of the $150 million Miller Lite ad account came despite a late December meeting at which the agency did not impress client executives, sources said.
The agency worked feverishly on new creative work between that meeting and Jan. 15, when its work was judged to be the best among five competitors, sources said.
Fallon’s winning idea to replace the “Dick” campaign was a closely guarded secret, but there was speculation the new work would be a modern take on the ads that made the brand famous: the “All Stars” campaign featuring retired jocks and tough guys.