As a part of his “Meanwhile” segment on Tuesday night’s “The Late Show” on CBS (below), Stephen Colbert took on Miller Lite’s Big Game plans by riffing on some recent news: “Miller Lite is opening a bar in the metaverse for Super Bowl 2022”—a story by Ad Age’s Asa Hiken that we published on Jan. 20.
Watch Stephen Colbert’s hilarious take on Miller Lite’s Super Bowl metaverse plans
“Meanwhile,” Colbert said as he showed Ad Age’s headline, “Miller Lite is opening a bar in the metaverse for the Super Bowl, which explains their new slogan: ‘Miller Lite: Now there’s a reason it tastes like nothing.’” (As the audience laughed and clapped, he looked to his left and right, as if addressing off-camera staffers, and said, “Not a sponsor? Not a sponsor? ... I don’t know.”)
“And it’s not only confusing,” Colbert continued, “it’s also exclusive, because the metaverse bar will be the sole place where fans can watch Miller Lite’s Big Game ad. Perfect for anyone who thought, Man, I love commercials, but I wish I had to work harder to access them while my avatar drinks this imaginary can of carbonated disappointment.”
(The video below is set to start playing at the Miller Lite portion of Colbert’s “Meanwhile” segment, but if it doesn’t work properly just manually jump ahead to the 3:43 mark.)