A new £1 million (€1.26 million) campaign for Miller Genuine Draft begins this week with a combination of outdoor and TV advertising to promote both the draught and bottled products.

After Heineken, Miller is the largest mainstream bottled lager in Dublin and Beamish & Crawford plc, the distributors, is clearly hoping to build on the success of the brand in Dublin, as the poster component of the campaign will initially be confined to sites in the capital. The campaign was devised by the Helme Partnership and unsurprisingly carries a strong American theme featuring stylish, urban images. In the United States, in addition to straightforward posters, another outdoor medium called "paints" is available to advertisers, whereby large advertising images are painted directly on the sides of buildings.

This is not an option for Irish advertisers but Miller hopes to create the same feeling through the posters, which feature a "paints" type image.

The 30-second television advertisement was filmed in Los Angeles in the Alexandria Hotel and in keeping with the already established "Miller party time" theme, features a riotous party in a hotel room, which for trivia buffs was the room where Rudolf Valentino stayed. The television campaign begins this week on RTE and Network 2. This Irish-made advertisement will also be used in campaigns for Miller Genuine Draft in Iceland, Spain and parts of Germany as the Helme Partnership is the only European agency directly employed by Miller, which is based in Milwaukee in the United States.