Yeh, Miller Lite in Ads - Miller Lite: Bite The Big Apple insert

I already saw the insert in magazines and pop-ups. Who wants to enter a contest for the ultimate trip to NYC? It is called "Miller Lite: Bite The Big Apple.

Starcom's initial concept has evolved into an eight-page Miller Lite advertorial that debuts in July issues of four popular Dennis Publishing titles--Maxim, Blender, Stuff and Maxim en Espanol.

The elaborate advertorial project is different in another way, too. The creative for the insert was done in-house at Dennis Publishing rather than at an ad agency to ensure its content seamlessly meshed with the particular editorial tone and style of magazines such as Maxim and Stuff.

Chris Boothe, senior vice president of Starcom Worldwide, said Miller Lite's agency, Ogilvy & Mather, did provide Dennis Publishing creatives with research that helped in developing the insert, which recounts how one guy's supposedly boring business trip to New York City turns into something entirely different.

The Miller Lite advertorial, titled Bite the Big Apple, is full of the risque imagery and cheeky humor that have become trademark's of Dennis Publishing's signature magazines.

The insert even includes a cameo appearance by the now infamous Miller Lite "Catfight" girls who fought each other in a tub of cement on behalf of the brew in a commercial that debuted several months ago. The girls are being phased out of the Miller Lite advertising mix, but will still be on air this summer, Boothe said.

Tapestry, a sister multicultural agency to Starcom Worldwide, helped in the development of a tweaked Hispanic version of Bite the Big Apple that will appear in the July Maxim en Espanol.