Adweek - New York, NY, USA -
Crispin Porter +
Bogusky's final campaign for Miller Lite introduces the More Taste League, chaired by a character called the Commish, portrayed by
John C. McGinley, known for his sarcastic character
Dr. Perry Cox from the NBC sitcom Scrubs.
There are five 30-second TV spots and three 30-second radio ads in the effort that launched this week. It is expected to air until the end of football season. Also in the mix: point of sale, out of home, bar collateral and—in the coming weeks—interactive elements.
Crispin's contribution consisted of the TV and radio ads. Miller's other agencies—Starcom, Upshot and Arc—are responsible for additional elements of the campaign.
In "Interception," McGinley, catches a non-Miller Lite bottle that one beer-drinking buddy is attempting to toss to another. A podium, women dressed as referees and a large backdrop emblazoned with the words "More Taste League" suddenly appear. As McGinley lightly chastises his pals for drinking "non-sanctioned light beer," they realize the error of their ways. When they ask which beers are sanctioned, McGinley replies in his trademark faintly exasperated (and sarcastic) tone, "Beer. Singular. Miller Lite."
Crispin and Miller parted ways earlier this year. The first work from Miller Lite's new agency, Bartle Bogle Hegarty, is expected to debut in October.
