Magazine article Marketing

Miller Enlists Rock Band to Front Ads

Magazine article Marketing

Miller Enlists Rock Band to Front Ads

Article excerpt

Scottish Courage has signed US band the Fun Lovin' Criminals to write a song and star in a new ad for imported lager, Miller Genuine Draft.

The ad, 'Traffic Jam', begins with the band members drinking from bottles of Miller as they sit in the back of a pick-up truck stuck in the gridlocked streets of New York. Frontman Huey quietly declares, "It's Miller time", and suddenly the band performs an impromptu gig to the bemusement and enjoyment of motorists, pedestrians, traffic cops and TV crews.

Miller Genuine Draft is one of the UK's top-five premium packaged lagers, and is brewed by Scottish Courage under licence from the Miller Brewing Company.

The campaign, through Rainey Kelly Campbell Roalfe/Y&R, which includes a 60-second and a 40-second spot, breaks this Friday and is part of the brand's [pound]9m annual marketing budget.

It is the first of two new campaigns unveiled by Scottish Courage this week. …

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