Two MGD Shops Unveil ‘Purity’ Spots

CHICAGO — Miller Brewing will air two versions of a “purity” strategy for its Miller Genuine Draft brand out of J. Walter Thompson, Chicago, and Ogilvy & Mather, New York, sources said.

The spots, still in rough-cut stage, will be tested before they air, but executions from both shops are likely to run, according to a company representative. He would not specify a break date.

JWT originally introduced the purity theme in March. Its new work plays off the premise that men are not as pure as they may seem, sources said.

One spot shows a woman discovering her boyfriend appears to be a secret agent. She rifles through her boyfriend’s dresser drawer while he’s in another room and finds a multitude of passports that bear his picture and name. Another ad depicts a man checking out his date’s rear end as they take shelter during a rainstorm.

Ogilvy’s work is also based on the purity theme. In one execution, a man enters a church confessional and, as he confesses his sins, a line of parishioners forms outside. The man leaves, glances at the long line, then walks away, cleansed. The priest emerges in a state of near collapse, wiping sweat from his brow.

The spots were shown to distributors at the National Beer Wholesalers Association meeting in Boston last week. The meeting represented the first face-off of work from incumbent JWT and Ogilvy after Miller split the $50 million account between the two shops in September.