DraftFCB

DraftFCB won Miller Lite's campaign last year after years of being handled by BBH. The last quarter with BBH saw a 7% fall in sales spot for the brand. DraftFCB's creative strategy was to shift the focus from Miller Lite's "cold refreshment" factor to its taste. Despite the new angle, sales continue to drop off for the brand. However, MillerCoors is sticking to their guns and continuing with the creative and in the mean time, the ads are pretty funny to watch. The spot that mocks eharmony is entertaining, but I especially like the above one from DraftFCB Chicago in which a man is unable to return those three little words to his girlfriend but has no problem saying he'd love another Miller Lite. Hang in there, Miller Lite.