• Ad Age, Friday, March 16, 2007 11:15 AM

Miller Brewing Co. has taken some of its Miller Lite ad business in-house. While a Miller rep says he can't recall the last time the brewer created its own ads, agency Crispin Porter & Bogusky is still busy on a campaign this spring. Still, the new ads -- debuting during the NCAA's basketball tournament -- are 15-second spots aimed to differentiate Miller Lite as the "Ultimate Light Beer by Design" and potion the brand as a "clear choice for those who challenge convention."

Spots claim Miller Lite has "more taste" and "half the carbs" of Bud Light. The new ads replace the "GHT" effort from Crispin that pushed Miller Lite as the only brand to misspell the word. Those were supposed to bridge the "Man Laws" campaign, a funny but ultimately doomed attempt that failed to boost sales in the beleaguered domestic mass-market beer segment.

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