Miller Lite says cheers to 50 years with a Polaroid slideshow

The work of crafting a “diet” beer had gone on for years before Miller Brewing finally fused the right recipe and the right branding message, bringing Miller Lite beer to market in 1975. Emphasizing good times and the endorsement of good-natured athletes, the business of beer was never the same. Lite has begun celebrating its 50th anniversary with a toast to its originality. In a new ad, it presents snapshots of the brand in action over the years to a rendition of David Bowie’s “Rebel Rebel” and the voice of narrator Christopher Walken, who relates that the Miller Lite story is “50 years long and 50 million friends wide.” Leo Chicago is behind the work, which is called “Legendary Stories Start With a Lite.” Many of the photos were pulled from the brand’s archives and had never been published, Miller said. Included are key figures in the Lite story—athletes Dick Butkus, Bob Uecker and John Madden (the latter shown bursting through a Miller Lite sales chart), along with current endorser Luke Combs, the country music star pictured emptying a Miller Lite into a cowboy boot. “This campaign is an ode to the fans who’ve been with us since the beginning, as well as those who are connected to us now,” said Ann Legan, global VP for the Miller Family of Brands at Molson Coors Beverage Co. “It’s a way to thank them for the legendary stories we’ve had together and cheers to the next 50 years of Miller Time.” Miller Lite is the fifth largest U.S. beer brand, according to Beer Marketer’s Insights. The spot, which debuted late Thursday during the NCAA college basketball tournament, will be followed later this year with specialty packaging, collaborations and “more celebrations to be announced” around the golden anniversary, Legan said. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Miller Lite says cheers to 50 years with a Polaroid slideshow

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