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Crispin, Porter Resigns Miller Account

  • Ad Age, Friday, March 23, 2007 12:13 PM

Crispin, Porter & Bogusky, which produced the "Man Laws" campaign for Miller Brewing Co., resigned the business yesterday, citing "fundamental differences over creative and strategy." It was the agency of record for both Miller Lite and Miller High Life.

Crispin said "Man Laws" was an attempt to build "social currency" for Lite, using humorous concept spots starring celebrities such as Burt Reynolds and football star Jerome Bettis. The ads generated buzz and seemed to penetrate pop culture, but Miller Lite sales declined during 2006 as sales for rivals grew. Miller scrapped the Man Laws campaign in January.

Miller recently has been running self-produced ads touting its calorie-and-carbohydrate advantages over other beers. When asked last week why Crispin had not created the spots, a spokesman said the shop was "busy" producing the brand's next full-scale campaign. Miller CEO Tom Long--who made the decision to award the account to Crispin when he was the brewer's chief marketing officer--has given speeches in recent months taking the blame for the Man Laws ads, saying they mistakenly strayed from focusing on the beer.

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