This is a commercial treatment for three :30 second television spots for Hungryman in Los Angeles. The director's name is removed to protect privacy.

2. Thank you guys for reaching out to me and sending these super funny
spots my way. I’m really excited about this campaign and the oppor-
tunity to introduce “Miller Time” to a new generation.
I love that the new focus of “Miller Time” is good friends. The brother-
hood and bond between friends is what carries us through life and adds
so much meaning. I completely believe that if we capture this transient
quality in these spots among g groups of friends around the country, and
celebrate it with Miller Lite, we’ll gain a whole new generation of faithful
beer drinkers and Miller Lite fans.

3. These movies display the genuine bro-ship between bros...

4. We’re all on the same page as far as the opportunity to move away from spots that look staged and
sitcom. In most beer commericals, everybody looks the same and everbody is a kind of cutout of the
same ‘beer world’. I like the idea of all three of these ‘conversations’ happening at the same time
around the country; the effect of popping in and out of each of these situations at the same time seam-
lessly, naturally and effortlessly.
I think the brotherhood and intimacy of the new “Miller Time” is really fun and how that chemistry can
be sha
shared in common geographically, ethnically and socially across the three spots. This diverse
commonality of friendships between guys all around the country make the spots more grounded,
believable and real. That is the heart of the message and the strength behind the campaign.
I fell in love with these spots because of the real conversations happening in the real world. These are
all cool vignettes - ones that people want to be in. From scene-to-scene, nothing is going to look cliche
or like a set on a back lot. I want to bring a coolness to the spots by creating a heightened reality but
with a grounded-ness that really draws people in. I think that shooting these grounded vignettes with
seamless storytelling in a cinematic style on-location will really allow us to show everything Miller Lite
is - great friends celebrating a great light beer.

5. The look and feel of our friends...
schluppy

9. We all agree that casting a pretty-boy club does not reflect the real friends that actually exist across
the country and has been done to death in beer commercials. I also agree that we can achieve
diversity without casting ‘schluppy’ dudes that people pity rather than aspire to be. I think that as we
consider casting, we should try and cover the breadth of the U.S. and all the possible groups of good
friends sharing a moment in different places. This makes it interesting, convincing and leaves a ton
of room for hilarious jokes.
The scripts that you wrote are funny as hell and well written. I love the idea of intentionally cutting in
and out of conversations between groups of friends and shooting it in such a way that it appears to
unintentionally form super-funny ‘guy-talk’ as each scene unfolds. Like I said in our phone conversation,
it’s really important to me for the transitions to feel totally natural in the line delivery. Each individual
conversation between friends would be otherwise totally relatable but it’s the way they’re cut that
obviously creates wild and hilarious statements.

10. SPOT #1 - Setting the Scene
1) I think this spot opens up strong in the rear of a limousine of a bachelor
party. I like beginning with the pinnacle of brotherhood -a night no one forgets...
or remembers. Open with neon lights, luxury, nice suits and plenty of Miller Lite.
These guys are living it up! The one in the middle looks at his buddies and
says, “Well, it’s not a proper bachelor
party unless we hire a couple of...”
2) Next, instead of a campfire, I would suggest a country and western bar
replete with mechanical bull in the background. The tie-in is more neon
lights, but not from the Strip. These are young cowboys with ball caps
and a day’s scruff. They’re referring to a scary looking rodeo clown in the corner when one of them says,
“Clowns. Nothin’ scarier than clowns.” He gets more adgitated and huffs, “I just wanna grab his nose and...”
3) Next, let’s make the BBQ on a Sunday afternoon at the park. It’s a
quinceanera or a little kids birthday party and the brothers, cousins and family
friends are around the grill. Carne Asada sends smoke signals and an Igloo full
of Miller Lite beckons our character who is trying painfully to use the ring on
his finger to pop the top. Maybe there’s a piñata in the background or family
dancing. A friend explains, “Twist it off! You don’t need a bottle opener!
What a you...”
are

11. SPOT #1 - Setting the Scene - Continued
4) Now we’ll show a few friends in the favorite booth of their favorite
casual bar. They’ve all just listened to a fish tale (about a supposed
hook-up) and aren’t quite sure they belive it when the sarcastic one
says, “Weird...because how I heard the story you didn’t even get to...”
5) Arrive in an after work men’s softball league. This group is very diverse -
a bunch of ethnicities are represented taking the field. The two coaches,
friends, are standing in the foreground looking over the roster when one
argues, “First base...are you kidding me? Ted doesn’t even know how to
play...” In the background we see Ted kicking his glove or something.
6) Back to the interior of the limo. The guys have been talking, drinking
Miller Lite and hatching a devious plan this whole time. We catch up with
them right when the one in the middle finishes explaining the itinerary,
“Texas hold ‘em... then we grab some steaks, then we hit up a little place
called...Pole Position” as he raises an eyebrow to the delight of the group.
D”
7) CUT TO: A beatiful shot of a pilsner glass filling up with Miller Lite (would be cool if at Pole Position). E EN
“TH
VO: Great friends deserve a light beer that tastes like beer should.
SHOW: Miller Lite logo
TAG: It’s MIller Time.

12. SPOT #2 - Setting the Scene
1) I like the idea of opening on a can of Miller Lite on a table. I'd like to
see a group of friends enjoying the reception of a buddies' wedding.
In the background, we see the bride and groom slow dancing. These
friends are swapping stories from all the weddings they've been in.
The vibe is a la Wedding Crashers. One friend says to the group, "You
see Sheila? That's her…the one with the nice…"
2) Now we're dollying backwards down a grocery isle, in front of a group
of friends who are studying the contents of the basket featuring Miller
Lite. Let's make these guys from the Pacific Northwest. They're fit,
like rock climbers, wearing outdoor brands like Patagonia and Prana. One
says to the others, "But... if we wait to hike until tomorrow, we can get
a twelve pack tonight." Nods all around. Another adds, "Oh and we can't forget…"
3) We're inside a garage. A bunch of good looking' straight-edge
guys (WE-HO) are standing around their vintage motorcycles.
They're looking at a friend holding up his sleeve, showing off
a Sailor Jerry heart-and-arrow tattoo when we hear him explaining,
"Valentine's Day... I'm not sure who invented it, but I bet you
anything it was…"

13. “I’m so thirsty.”
SPOT #2 - Setting the Scene - Continued
4) Now we're on a boat dock of a cabin in the background. It's sunset. A bass
boat is tethered to one side, fishing poles sticking out. Adirondack chairs
surround a portable fire pit on the dock. A Miller Lite is on every armrest.
Flanneled dudes are laughing at a dirty campfire story,
"A ferret...and a baby tooth. To get my ring back I had to…"
5) Troy Aikman is sitting around the edge of an infinity pool - presumably
his - with a few ex-NFL-type friends enjoying some Miller Lites. He's in
the middle of telling an old story from his Hall of Fame career, "Go deep...
I just threw it as hard as I could and hoped…"
6) Now back to the wedding reception. The same guy is finishing his
epic story about the bridesmaid, "Sheila would do it on the dance
floor.. I mean, who doesn't appreciate a man who can line dance?
*drops
to
a
cool
whisper* It's electric."
7) CUT TO: A beautiful shot of a pilsner glass filling
up with Miller Lite (at wedding reception).
VO: Great friends deserve a light beer that tastes like beer should.
SHOW: Miller Lite logo
TAG: It’s MIller Time.

14. SPOT #3 - Setting the Scene
1) Open on a can of Miller Lite. We see a hand pick it up and we pull out to reveal
a wide shot of two golf carts side-by-side. Four friends sit in the golf carts
killing time. We see old men in knickerbockers a short distance ahead of them.
One old man swings and only hits the ball about 50 feet. Back to the friends.
Pointing to the old guy one recalls, "You remember, in Shreveport, when that
old man flipped you the…"
2) Next, we're in a sports bar in Indiana. A wide shot reveals Pacers, Colts and
Indiana State memorabilia on the walls behind a couple of buddies sitting at the
bar drinking bottles of Miller Lite. Larry Bird and a buddy enter frame and sit down
in a booth right behind them. (QUIETLY) "Bird...don’t look. He just sat down right
behind you." The friend sees Bird in the mirror and grabs his cell phone from the bar,
"Does Bird tweet because I’m gonna…"
3) We're in a downtown L.A. loft. An Aziz Ansari type is removing what Miller Lite
is left from the fridge and handing it to a couple friends to restock a crowded loft-
party. He exclaims, "Crap...we’ve gotta get mas Miller Lite for the senioritas." Cut
to a shot of pretty girls dancing. Cut back to him handing cash to a friend who
asks, “Bottles or cans? Do girls like it...?”

15. SPOT #3 - Setting the Scene - Continued
4) We're in a hot karaoke bar in Koreatown. College friends stand to the side, arms
around one another, Miller Lite in hand, as they watch their friend dance and sing
Rick James' classic, Super Freak. Think Gerard Butler in the dance scene in
RocknRolla - a little silly but very charming while he sings, "Freaky...Super freak,
super freak. She's super…"
5) A group of buddies are on the edge of the couch cushions, engrossed in MMA
madness; Miller Lite bottles and snacks on the coffee table. Watching intently, the
one in the La-Z-boy chair says, "Ripped!” His friends all look at him. “What? I can
appreciate a super ripped dude. It’s not like it makes me...”
6) Now back to the first scene on the golf course. The same guy is finishing his story
about the old lady, "Horny...and I was like, I do like an old lady with attitude but this
is ridiculous.” He leans forward and they all laugh obnoxiously. “That guy knows what
I'm talking about”, and he points to one of the old golfers who is
playfully pinching his fellow old lady golfer’s behind while she putts. (O.S. LAUGHTER)
7) CUT TO: A beautiful shot of a pilsner glass filling up with Miller Lite (at club house).
VO: Great friends deserve a light beer that tastes like beer should.
SHOW: Miller Lite logo
TAG: It’s MIller Time.
”
Fin
“El

16. I’m really excited about this campaign. These spots will be really funny in
the grounded, cool worlds of each group of friends as we fly dynamically
through a seemless story. A story, on one hand, that is hilarious script-
wise but in the broader sense is all about great friendships. Which is what
“Miller Time” is all about.
These are just my initial thoughts. I’d love to get further into the scripts,
locations and casting in detail. Please feel ffree to call me with any questions
or ideas or just to gossip about schluppy movie stars.