Lite at Square One

By Trevor Jensen





CHICAGO–Texas is the target for two new executions in the ‘Miller Time’ campaign for Miller Lite, created by Square One in Dallas with oversight from lead Lite agency Fallon McElligott, Minneapolis.





The two spots, which open and close with the Miller Time logo developed by Fallon, are expected to break later this month in Texas only. Square One earlier this year produced the first TV work in years for Miller’s Milwaukee’s Best brand and also is the brewery’s creative agency for Miller High Life.





This is the shop’s first work for Lite, and the spots are geared for drinkers in the competitive Texas market, where Miller Lite is battling to regain market share from Anheuser-Busch’s Bud Light.





Bill Westbrook, president and executive creative director at Fallon, said the agency worked with Square One on the spots.