Old Milwaukee: Greetings From Old Milwaukee

Pabst Brewing Co.'s Old Milwaukee brand, once upon a time, was infamous for the sheer effrontery of its exploitative cheesecake as embodied by the Swedish Bikini Team. Well, there aren't any hotties in this Midwest market mock-postcard campaign, seen

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Pabst Brewing Co.'s Old Milwaukee brand, once upon a time, was infamous for the sheer effrontery of its exploitative cheesecake as embodied by the Swedish Bikini Team. Well, there aren't any hotties in this Midwest market mock-postcard campaign, seen as outdoor and POP, but that's probably because they're all at home ironing bowling shirts. Fallon ECD Paul Silburn (shortly before his departure from the agency) explains, "We wanted to reflect the brand's blue-collar heritage and celebrate that lifestyle." The product is "perceived as an honest, straightforward, unpretentious beer that tastes good." OK, but isn't this "Surround Sound" idea treading into slightly dangerous "Take my wife, please" territory? Not as far as Fallon is concerned. This particular execution was produced as a POP poster only, "where the audience is more male-focused," says Silburn. Moreover, it's reality-based; copywriter Dean Buckhorn "wrote it in homage to his wife, and he even let us shoot it in his living room," Silburn notes. Another ad, "There are two kinds of men
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About

Credits
Date
Jan 23, 2006
Client:
Old Milwaukee
Executive Creative Director:
Paul Silburn
Art Director:
Craig Dufney
Art Director:
Dave Damman
Copywriter:
Dean Buckhorn
Copywriter:
Bobby Pearce
Photographer:
Nick Meek
Agency:
Fallon Minneapolis
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