The $9m, three-commercial campaign, created by Irish agency the Helme Partnership, Dublin, will air throughout 1997 on MTV, Eurosport, NBC and BSkyB, as well as on terrestrial stations in the Great Britain and Ireland.
Shot in New Orleans, the ads attempt to show a dream-like image of urban American life against the soundtrack of the 1988 song "Somewhere Down The Crazy River," by Robbie Robertson. A story is unraveled in the three executions.
"Miller Genuine Draft has already proved a huge success in Europe and this new campaign will contribute to the brand's further growth by reinforcing its urban American heritage and renowned taste credentials," says David Hughes, marketing director at Miller Brewing of Europe. "This is the first of many pan-European campaigns planned for [the brand] which will help secure its position as one of the leading premium packaged lagers in Europe."
Miller Brewing claims MGD has been the fastest growing premium packaged beer in Great Britain for the past three years and that it is the No. 1 imported beer in the Republic of Ireland, the top selling premium packaged beer in Northern Ireland and the No. 1 American beer in Germany. It is the company's biggest export. The Helme Partnership has worked on the brand, mainly in Ireland, since 1991.
The ads will be backed across Europe by other marketing activities, including print ads, music and sports sponsorship and point-of-sale promotions.
Copyright May 1997, Crain Communications Inc.