Martin Heaton-Cooper, a TV buyer at McCann-Erickson, chooses the three-
minute Miller Time commercial currently running on Channel 4 and Sky
One. ‘It’s the first time anything like this has been done, a real
breakthrough in media strategy. Being Miller Pilsner’s first advertising
since ‘It ain’t heavy’ about four years ago, this had to make a splash.
And it’s certainly done that. It’s a total media attack, with shorter TV
ads, posters and press work all geared towards the one slot. And the
targeting is perfect - especially on Sky, where it runs in Letterman.’
Media buyer: David Jowett, the Media Centre, creative: Rainey Kelly
Campbell Roalfe
