INTERNATIONAL: INTERNATIONAL GALLERY: Miller Lite Fallon McElligott

Fallon McElligott’s new commercials for Miller Lite poke fun at those who take creativity too far in advertising. Each of the four spots are introduced by a mystery voice, which explains that they were all devised by ’Dick’, and a photograph of the fictional creative duly appears on screen, followed by an irrelevant film sequence. In one, for example, a man strolls through a waist-high field of grass, apparently wearing a suit, shirt, tie and bowler hat. When he arrives at a path, however, the viewer sees he is in fact naked from the waist down. A second commercial features a magician performing a trick with a bottle of Miller Lite, while a third shows a group of cowboys singing ’adios’ as they leave their empty beer bottles. The final spot is shot in a 70s cop-show-style and features a product tester, Jimmy, putting a bottle of Miller Lite through a series of useless tests.

Fallon McElligott’s new commercials for Miller Lite poke fun at

those who take creativity too far in advertising. Each of the four spots

are introduced by a mystery voice, which explains that they were all

devised by ’Dick’, and a photograph of the fictional creative duly

appears on screen, followed by an irrelevant film sequence. In one, for

example, a man strolls through a waist-high field of grass, apparently

wearing a suit, shirt, tie and bowler hat. When he arrives at a path,

however, the viewer sees he is in fact naked from the waist down. A

second commercial features a magician performing a trick with a bottle

of Miller Lite, while a third shows a group of cowboys singing ’adios’

as they leave their empty beer bottles. The final spot is shot in a 70s

cop-show-style and features a product tester, Jimmy, putting a bottle of

Miller Lite through a series of useless tests.



Country USA

Agency Fallon McElligott

Client Miller Lite

Writer Paul Malnstrom

Art director Linus Carlsson

Directors Traktor

Production company Partizan Midi Minuit



Topics

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