Agency: Leo Burnett
Client: Miller Genuine Draft
In an assault on the premium lager market, Miller Genuine Draft is launching a new campaign that focuses on its unique brewing process.
Miller Genuine Draft is cold filtered to give it a distinctive smooth, refreshing taste. To bring this filtration process to life, a new campaign features clean art - a form of street art where the artists use high pressure water hoses to remove dirt from walls and buildings to reveal extraordinary designs.
Developed by Leo Burnett, the 60 second commercial, entitled ‘Clean Streets’, features a group of artists that go out at night and create, using clean art, a spectacular natural scene on a drab, grey city building, as the voiceover explains “Sometimes it’s what’s underneath that counts, you just have to reveal it”.
The ad features music by US artist Bon Iver. The commercial will run on TV and in cinemas.
To support the launch Miller Genuine Draft has also commissioned the biggest ever real clean art advertising campaign that will involve using clean art to communicate the campaign message on pavements, walls and in bars in key urban areas.
In Scotland, the campaign will also be supported by rebranding Miller’s music event
programme as ‘Miller Filtered Music’. Gigs will feature special stripped back performances by artists, with the launch night in Glasgow featuring The Doves.
The campaign also includes outdoor, on and off trade POS, new on-trade fount and glassware, new packaging and a Facebook page. The campaign launches in Ireland at the end of August and in the UK in October.