They're the bad guys. Last December, Kling was in Milwaukee, presenting the MGD ads to Miller. Representatives from Fallon McElligott, the Minneapolis ad agency heading a separate Miller Lite campaign, were there as well. It's hardly surprising that advertisers who focus on twentysomethings would dress down. What's surprising, however, is their level of denial about what they're doing.
Nothing bothers ad-copy writer Kling more than advertising itself.
A lot of stuff you can't trust. Miller's old ads wanted me to believe that their beer actually tasted colder than other beer. Oh yeah, I believe that. And I'm fucking stupid. The new Miller Genuine Draft ads, he says, are different.