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SAN FRANCISCO — Goodby, Silverstein & Partners tells stories backwards and introduces a new tagline, “Nice finish,” in its first advertising for Michelob Light, sources said.
Three new TV spots are in rough-cut form and await client approval. They open with people drinking Michelob Light at a bar and then retrace the drinkers’ steps leading to their arrival, according to sources involved in producing the work.
“The idea was that people would get the double entendre: It’s a nice finish to the terrible day you’ve had and a nice finish to the beer as well,” one executive said.
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