Captioning, normally reserved for foreign films or the hearing impaired, was supplied for Miller Lite advertising at this year’s Food Marketing Institute trade show in Chicago.

The ‘Miller Time’ spots from Fallon McElligott in Minneapolis ran on a large screen in one corner of Miller Brewing’s convention floor space.

In deference to the head-scratching the spots have produced since their January debut, explanatory notes, scrawled along the bottom of the screen, pointed out the wink-wink, satiric strategy behind the advertising.

Convention goers who stopped in for a complimentary beverage thus avoided confusion as to what Dick, Miller Lite’s supposed creative superstar (shown here), is all about.

It’s not that the ads are obtuse, said Miller representative Gina Shaffer when she was asked about the captions. ‘They are so unique,’ she added.

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