Tool Mans Up for Miller Lite Campaign via Draftfcb

Tool Director Erich Joiner, in collaboration with Draftfcb, just completed a five-spot Miller Lite campaign, launching an irreverent taste-driven message for the original light beer. In each of the :30s, a man orders a light beer from an attractive female bartender who, upon determining he is oblivious to taste, slides him a bland no-name brew and tells him to come back when he loses whichever ostensibly girlish accessory adorns him.

In Carry-All, for instance, the bartender tells the clueless consumer to return when he ditches his purse, a white shoulder bag that he insists is called a "carry-all." Skirt stars a man whose short, ruffled skirt exposes his legs, prompting the bartender to suggest he "take off his skirt" when he rejects her offer of a refreshing Miller Lite. "Man up," a voiceover urges on each spot, "because if you're drinking a light beer without taste, you're missing the point of drinking beer."
Credits:

Client: MillerCoors
Spots Title: Carry-All (featured), Skirt (featured), Panties, Antique, Lower Back Tattoo
Air Date: April 2010

Agency: Draftfcb
Group CD: Chuck Rudnick
Art Director: Gordon Sang
Copywriter: Brian Siedband
Agency EP: Rob Farber

Prod Company: Tool of North America
Director: Erich Joiner
DP: Bob Richardson
Tool EP: Brian Latt
Tool EP Digital: Dustin Callif
Tool Line Producer: Joby Ochnser

Editorial: Spotwelders
Editor(s): Dick Gordon, Dan Maloney

Telecine: Michael Masur

Post/Effects: Filmworkers
Lead VFX/Inferno Artist: Rob Churhull

Music: Emoto Music

Sound Design: CRC
Sound Designer: Mark Ruff

Audio Post Company: CRC
Audio Post Mixer: Mark Ruff

Shoot Location: LA
About Tool:

Bicoastal Tool of North America represents top-tier artists to the advertising industry. Tool's collective of talent includes: directors, photographers, cinematographers, technologists, mobile content creators, and video game creatives. This diverse talent pool affords Tool the ability to serve as a resource for agencies across commercial and digital productions, packaging the best creative teams available to develop compelling advertising with our agency partners.

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