Molson unveils latest TV spot in its “Nothing to hide” campaign for Miller Genuine Draft today, an execution that features a young man’s confession that he intends to skip work due to fatigue.
The spot opens with the groggy man named Gary speaking on the phone with his boss. Gary explains that he was out late the night before with a college roommate and suggests that he should rest rather than do an ineffective job at work. At the end of the spot the boss agrees to his request.
Creative was developed by Toronto agency The Hive.
The lead character’s mix of honesty and confidence appeals to the brand’s target demographic and provides a contrast with those who feign illness to miss work, said Phil Sylver, creative director at The Hive.
“He can say this to his boss without his boss saying, ‘don’t ever come back,’ and a lot of guys can’t get away with that because they don’t perform [at work],” said Sylver. “This guy clearly performs and knows he’s good and means it, and you get the sense he’s going to follow through.”
The spot follows two previous television executions in the “Nothing to hide” campaign, which draws its name from the clear Miller Genuine Draft bottle. The first spot debuted a year ago and featured a man openly discussing his pornographic DVD collection with his surprised date. The second ad referenced Miller Genuine Draft’s sponsor relationship with the Toronto Raptors and showed two men trying to impress a woman by reaching for a bottle opener perched on a high kitchen shelf.
The campaign also includes NothingToHide.ca and on-premise executions. While there is no French version of the television creative, out-of-home advertisements are running in Quebec.
