Sexy Scenarios Drive Voiceless Spots for MGD

A bottle cap suggestively bouncing on a bed and a barely clothed woman on the lam are central to two atmospheric new spots for Miller Genuine Draft from J. Walter Thompson.

The 30-second spots, one that broke last week and another breaking this week, continue the “Never miss a genuine opportunity” tag JWT, Chicago, developed for its debut campaign for MGD in January, but are radical departures from the low-key humor of that effort, said Bob Mikulay, Miller’s senior vice president of marketing.

“As we reflected on the first executions, we strove to tighten those with a stronger message of mystery, sexuality and confidence,” he said.

To achieve that, JWT solicited the talents of well-known director Tarsem, best known for his work on Nike and Levi’s jeans ads and who has the style and feel that Miller was seeking, Mikulay said.

The spots are without dialog, backed by European retro music. Spanish actors were used and spots were shot in Spain.

In one spot, a couple at home is interrupted by a loud, booming party next door. The man discovers the blaring music is causing the bedroom and the bed to shake. He grabs two MGD beers and shows the girl how a bottle cap can bounce on the bed with the suggestion that the shaking from the party can be a “genuine opportunity” to take full advantage of the bed vibrations.

In the other spot, a man watches TV in a motel room where a woman takes a shower. A TV broadcast says the woman is the “Bombshell Bandit” and on the lam. The guy appears nervous at first but doesn’t turn her in, lured by her skin-baring outfit and bottles of MGD in her hand.

Mikulay wouldn’t specify spending but said it would be a boost from 1998, when the outlay was $58 million, according to Competitive Media Reporting.

Spots run in MGD’s 15 core markets on prime time and late night TV such as during The X-Files show and David Letterman.