Miller Brewing Co.'s Miller Lite:
Uno Comunicaciones, Dallas
Creative directors: Tim Murphy, Kevin Sutton
Art director: David Ring
Copywriter: Fedo Casillas
Baseball and Miller Lite are as American as apple pie. Or as Hispanic. "Baseball," one man says happily to the stranger next to him in the stands as the players line up for the national anthem. "Si, el juego mas americano," the other man responds (Spanish for "the most American game"). First guy looks perplexed (a brief moment, but great acting). But this is the payoff: The camera pans along the players' backs, where their names are written-Casilla, Olivar, Castaneda, Munoz ... The tagline is "It's your time. It's Miller Time." A wonderful insight into the reshaping of American popular culture, with an integral role for Miller beer.
Heineken USA: "Chela"
Vidal Partnership, New York