I’ll take a Miller Lite. And a check for $24,000.

When Miller Lite wants an idea and is willing to pay for it, everyone wants in.

Digitas, the Chicago-based interactive agency who manages Miller Lite’s online brand, held a contest for content creators to pitch their big Miller idea at this year’s SXSW. In a format similar to speed dating, the contest allowed each content creator six minutes to introduce themselves, sell their idea and answer any questions in the remaining seconds. The winning idea would take $24,000 home to help bring the idea to life.

While the point of holding a contest of this nature is usually to generate some underground industry buzz, the Miller Lite pitch was a little different. Digitas chose not to open the pitch to the public at large; rather they specifically sought out six established, business-savvy creatives with a proven track record for producing work. If Miller was going to drop $24,000, they wanted not just someone who could create, but someone who could also carry the idea all the way through. If nothing else, the winning team definitely had that going for them.

Owen Egerton, award-winning novelist, screenwriter and performer, and Chris Mass, screenwriter and filmmaker, pitched their idea for a short film concept called “Accidental Run.” Their idea featured a detective-type scenario starring (and here’s where it gets bad) Agent Douche. Yes. That’s the detective name they pitched to Miller execs. But somehow, it worked.

In their pitch, Agent Douche sends his lowly assistant, Chip, on a beer run. After a drawn-out, caped-crusader episode in which Chip evades assassins, Ninjas and a femme fatale, he heroically returns to the office with a case of Miller Lite. Meanwhile, the creators of this idea are having the last laugh, returning to their office with $24k.

While the contest does support low-budget filmmaking, the ulterior motive seems more like an excuse for Digitas to take a road trip to Austin – most likely on a beer run themselves. So, when the dust settles and the magic of SXSW wears off, it will be interesting to see if Agent Douche actually sees the light of day. For Miller’s sake, we hope not.

The “winners”: Owen Egerton and Chris Mass (screengrab via YouTube)