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MILLER CANS 'CATFIGHT,' READIES 'PILLOW FIGHT'

Controversial Sex Ad Campaign Continues

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BOSTON (AdAge.com) -- SABMiller's Miller Brewing Co. will retire its "Catfight" series after the final episode, which features Pamela Anderson,
Pamela Anderson cavorts around a bedroom for Miller Brewing Company.
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breaks next week during late-night network TV and ESPN, a Miller spokesman said.

He said the ad with Ms. Anderson, called "Pillow Fight," likely will run for six to eight weeks, depending on the summer rotation.

The complete, playable "Pillow Fight" spot was published April 14 on AdAge.com. This will be the first time the spot with Ms. Anderson has aired.

The spot shows a scantily clad Ms. Anderson joining two other barely dressed women in a pillow fight. The commercial will run concurrently with at least another ad in the "Catfight" series in which a buxom Catfight woman a man is wrestling turns into an overweight man. That spot will run during network sports broadcasts.

The original "Catfight" ad debuted in January and featured two sexy women, arguing whether Miller tasted great or was less filling and tearing off each other's clothes while wrestling in wet concrete. An Internet version had one woman asking the other if she wanted to make out. Miller in February ran a Playboy spin-the-bottle sex game, and it had a Lite centerfold and six-page pullout in Time Inc.'s Sports Illustrated swimsuit issue.

The ads with the bra-busting babes and overt sexism sparked an immediate media frenzy. Miller in March readied another round of the raunchy commercials, including the one with Ms. anderson, but the war with Iraq delayed their debut.

The Catfight girls are not expected to return in the fall, when Miller plans a blanket campaign for its Miller trademark as well as new work for other key brands.

WPP Group's Ogilvy & Mather, New York, is Miller Lite's advertising agency.

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