Work Lends a Hand on Miller Lite

Work is one of the members of Ogilvy & Mather’s creative Syndicate in production on new television spots for Miller Lite.

Though the Richmond, Va., agency’s Cabell Harris would not comment, a Work employee last week confirmed the principal was in Toronto working on a new spot for the troubled beer brand.

Ogilvy & Mather has been searching for a winning ad formula for Miller Lite since being handed the account just more than a year ago. The New York agency enlisted several Syndicate shops earlier this year in an effort to develop a strategic platform and creative executions for the brand, sources said.

Besides Work, other Syndicate members thought to be involved in the Miller Lite project are Core in St. Louis and Hunt Adkins of Minneapolis, according to sources. Additional Syndicate agencies are Grant, Scott & Hurley in San Francisco, Pyro Brand Development in Dallas and Vitro-Robertson in San Diego.

Details of the strategy and creative executions could not be learned. The first versions are likely to break in the next two to three weeks, to dovetail with the kickoff of football season.

Ogilvy’s first set of TV commercials broke in the spring, nine months after the shop was awarded the $100 million account, under the tagline, “Grab a Miller Lite. It’s Miller time.” The spots were more mainstream than the brand has employed in recent years, featuring men in hungry search of sports and beer.