LatinWorks Is Bullish for Miller Lite

DALLAS LatinWorks’ latest installment of Miller Lite’s “Storytelling” campaign features a man’s tall tale about his run through the city being chased by a bull.

The television spot, the most recent ad in the campaign that began in early 2002, begins airing in the general-market tonight and broke Sunday on Spanish-language stations.

In the Spanish version of “San Fermin,” dramatic music shows a man who narrowly escapes from a “running of the bulls” experience, then turns around to see the bull is still after him. The chase continues through the streets of a town and even on top of buildings. Only when the man literally runs into a butcher shop does the scene cut away to the storyteller cooking meat on a grill for his friends. When they ask what happens next, he says, “When I turned around, the bull had his horns at my neck.” His friends respond, “They are always ‘putting the horns on you’ … Lucia, Maria, Isabel, Patricia.” (In Spanish, the phrase “put the horns on someone” means cheating.) A voiceover then says, “It’s time for friends and Miller Lite.”

The English version varies only slightly, with the storyteller pointing to his neck and saying, “It was this close to me.” His friend responds, “It was probably because you ate his sister for dinner,” and another says, “No, it’s that animal magnetism” as a woman walks over to get a beer. The narrator then says, “Tell it over a great-tasting, less-filling Miller Lite. It’s Miller Time.”

Both spots end with a quick shot of a butcher sharpening his knives in front of the bull.

Miller Lite asked LatinWorks to create a spot that would work in both English and Spanish, according to client senior brand manager for multicultural markets Eduardo Casas. The independent Austin, Texas-based agency worked with general-market shop WPP Group’s Ogilvy & Mather in New York on the English spot to “make sure the humor and dialogue is consistent with the general-market approach,” he said.

The spot enters the general-market rotation of English spots during the NBA Finals tonight. It broke Sunday on Spanish-language channels including Univision, Telemundo, Telefutura, Galavision and Fox Sports en Espanol.

“This spot in particular is another way of building on a campaign that was produced in both English and Spanish because for us it’s important to leverage consumer insights into our creative,” Casas said. “Since Hispanic consumers are becoming a more significant part of our business, it’s important for us to deliver communications that resonate with our consumers.”

Campaign spending is undisclosed. The Milwaukee-based brewer spent $120 million of its $245 million marketing budget last year to advertise Miller Lite in the general market, according to TNS Media Intelligence/CMR.