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Y&R Breaks the Chain for Miller
Published on .
Y&R takes a crack at Miller.
As Miller Brewing tries to find a new, post-"Cat Fight" marketing voice, Y&R/Chicago takes a crack at the assignment with a new spot directed by MJZ's Fredrik Bond. The commercial shows a human domino chain, with people toppling onto each other in offices and on city streets to the tune of Devo's "Freedom of Choice." At the end of the spot, the chain comes abruptly to an end when a Miller drinker and his pals sensibly step out of the way, a setup for the line, "You can get in line and take what they give you, or you can make your own choice." The spot features Miller's new tagline, "Good Call," which was recently introduced in an "Anthem" spot from Ogilvy & Mather.