Beginning January 12, 1997, a series of surrealistic Miller Lite ads, purportedly made by a man named "Dick", began to air. They were hallmarked as such either at the beginning or the end of the commercial. The campaign was developed by Minneapolis-based ad agency Fallon. The series of "Dick" commercials was directed by Gerald Casale of the new wave band Devo. Such commercials include one where a middle-aged man sees the message "twist to open" on a Miller Lite bottle cap, and he proceeds to do the Twist.