Mischief, the attention-grabbing New York office of agency network No Fixed Address, just announced a new client relationship in a not-too-subtle way.

The agency is helping Miller Genuine Draft launch a seltzer—into oblivion, because the brewer has no interest in hopping on the sparkling bandwagon. The stunt and its related ad serve as a surprise reveal that Mischief is now on Molson Coors’s agency roster and will be working across multiple brands.

The relationship appears to have been formed organically, without a formal review or pitch process.

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