“Grab a Miller Lite

“Grab a Miller Lite. It’s Miller Time,” is the tagline on the highly anticipated first work from Ogilvy & Mather here for Miller Brewing’s flagship brand.
The first three spots were shown last week at the company’s annual national sales meeting in Dallas.
The spots feature Lite drinkers bonding with each other and the beer. One shows a hospital patient with braces receiving a radio sportscast. The brewery wanted to make a “stronger emotional tie with consumers” through the work, said Robert Mikulay, Miller’s senior vice president of marketing.
“There weren’t giant raves, but everyone seemed to be happy,” said Rick Boyko, the agency’s co-president and chief creative officer of distributor reaction.
Another execution depicts guys in a bar who rub their eyes in order to see “stars.” The third shows a designated driver who cannot drink but drives a group of beautiful women home.
The work, which breaks this month during the NCAA basketball playoffs, was devised by
two creative teams, said creative director David Apicella. Jim Jenkins and Joe Johnson created “Thanks Bob” and “Radiohead”; Chris Curry and Brendan Gibbons created “Eye Rub.” Ogilvy won the $100 million Lite account last July, without a review, after Miller split with Fallon McElligott, Minneapolis.
Apicella said Ogilvy is shooting two more spots. The campaign will be integrated with outdoor and radio work, as well as Hispanic advertising.