McGarryBowen/Chicago -- one of just a couple of Chicago ad agencies that can truly be said to be growing in a market where accounts skitter out of town with shocking and depressing regularity -- has hit the jackpot again.
Sources report McGarry, which works on a huge chunk of Kraft business and recently added Advil to the roster, is now prepping some Bud Light spots that could very well wind up debuting on the upcoming Super Bowl. We're told that the work McGarry hopes to sell to Bud Light parent Anheuser-Busch tries to bring a fresh feel and conceptual hook to the way-too-tired and predictable punch line schtick that has prevailed in the Bud Light work since DDB/Chicago first went in that direction many years ago.
And speaking of DDB/Chicago, the McGarry coup once again suggests that DDB is losing even more of its already tenuous grasp on one of its flagship accounts. Whatever has been happening -- for better or for worse in the closed-off bunker that is now DDB -- certainly has not managed to bring fresh spark to an agency that, sadly, seems to be terribly scared of even its own shadow at this late stage in its life.
Meanwhile, we won't know for sure whether the McGarry work will make the Super Bowl until it has gone through the rigorous focus group testing that all A-B advertising is subjected to before being cleared for airing on the big game. But sources say the Anheuser-Busch folks were mighty impressed with the sample work the McGarry crew presented recently.
Separately, on the Advil front, McGarry is also pushing to bring a new feel to a product in the pharmaceutical category via more of a story-driven approach. Let's hope the Advil execs buy into it. The world can always use a few more good -- or even great -- story-driven commercials.