Miller Lite’s New Campaign: “Light Beer Shouldn’t Taste like Water”

Dear Client: "Light beer shouldn't taste like water. It should taste like beer." That's the tagline of Miller Lite's newest campaign, in two 15-second spots. The ads dramatize athletes pouring "extremely light beer" all over their faces to cool off after a strenuous workout (continuing Lite's long standing campaign of skewering Mich Ultra). Those scenes are juxtaposed with the loud "thunk" of a Miller Lite can hitting a bar, before the main message delivery. Short and sweet. The new campaign