Ogilvy's first Lite motif brings back `Miller Time' ;Agency adopts venerable theme for new campaign.

Advertising Age, March, 2000 by Bulik, Beth Snyder; Chura, Hillary

Miller Brewing Co. is looking to its 29-year-old "Miller Time" theme of guys bonding as well as sex appeal and funny vignettes to boost the fortunes of its flagship brand, Miller Lite.

After years of missteps with its Lite advertising, Miller last week unveiled its highly anticipated three-spot campaign at the company's annual distributors conference in Dallas. Distributors who panned the earlier, edgy "Dick" effort lauded the new Lite work. "They're getting back to where they were before -- right in people's faces. It gets their attention," said one Southern wholesaler who saw the effort.

4TH CAMPAIGN IN 5 YEARS

This is Miller's fourth campaign in five years for Lite, but the first original campaign from Lite's new agency, Ogilvy & Mather,...

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