See the Spots: 'Miller Time' Ads from DraftFCB Break Tonight

A-B's Chibe Says He's Glad MillerCoors 'Finally Did Something'

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Tonight Miller is breaking the second portion of its new Miller Time effort. After an introduction with spots from Saatchi & Saatchi, this new series of ads, from DraftFCB, is called "Nicknames" and seeks to connect Lite with the beer really good friends drink when they get together.

The Miller Time ads seek to push the sociability of the product. Describing the ads to distributors recently, CMO Andy England said they were different from the "generic sociability" pushed by Bud Light's campaign, according to a transcript of his speech.

Asked to respond, Anheuser-Busch U.S. Marketing VP Paul Chibe told Ad Age : "I'm glad that they finally did something to improve the advertising on Miller Lite because we've provoked those playing in the category to improve the advertising and obviously we were referring to the Mller Lite work."

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