I love the TV spots featuring people facing simple ethical situations and recording how they respond with hidden cameras. They stand out simply because it seems to be such a rarity for someone today to actually do the right thing. Obviously, there are larger implications for society in general regarding what I just said, but I’m here to talk about PR – which brings me to the ad I found this morning in the Milwaukee Journal Sentinel.

This half-page ad asks readers to help identify the “genuine” guy who found a teen’s wallet at Summerfest and returned it to the owner’s home that same night without identifying himself or asking for anything in return.

The ad / PR idea was spurred by Journal Sentinel Columnist Jim Stingl’s recount of that story last week. When they find the guy – and be sure, they will – he’ll get free MGD for a year, compliments of Miller. Oh, and whoever helps Miller identify the guy will also get free MGD for a year. (Which is why I’m SURE they’ll find him. I wish I knew who he is…)

What a fantastic, tangible, dead on execution of a PR extension of the broader ad campaign. It’s timely, it’s local, it’s relevant and resonates deeply with anyone who ever lost their wallet — man, that’s a terrible feeling. It also keenly involves the local dominant media outlet and it will undoubtedly garner significant attention for Miller well beyond the cost of a ½ page ad and 48 cases of beer.

It’s a genuine example that a truly integrated, effective marketing campaign can and should look to include good PR ideas to maximize effectiveness.