Miller Brewing Co.'s Miller Lite: "Old Man"
Square One/Uno Communicaciones, Dallas
Creative director: Tim Murphy
Art director: Tim Murphy
Copywriters: Raffa Rodriguez, Sean McLaughlin
Producer: Victor Macias and Beaucoup Chapeaux
Production company: Stiefel & Co.
Dick is nowhere to be found, but this spot shares the same look as Fallon's general-market work for Miller. An old man leaves his seat at a backyard barbecue, presumably to chat up the dowager across the yard. Strings swell, romantic music pipes up -- until the old man reaches the halfway point where a helpful young man hands him a beer. Fade out as the gentleman returns to his seat with the tagline, "La Vuelta Vale la Pena" ("The return is worth it.") The concept, the attitude and the execution all got high marks from the judges.