John Madden, who coached the Oakland Raiders to a Super Bowl victory in 1977, was one of many celebrities and athletes who helped Miller Lite and director Bob Giraldi recruit beer drinkers to the light beer category that it helped pioneer. Miller Lite appeared in Super Bowl XIII in 1979, for example, with a trio of "Famous Ex-Quarterbacks" (retired athletes being the only way to get sports endorsements for a booze brand).
They did so with great success, as a matter of fact, making the brand the top-selling low-calorie beer in the United States at the time of Super Bowl XVIII.
After the Madden spot in 1984, Miller Lite would deploy Rodney Dangerfield in the 1985 game ("Respect").
Madden's old team, the Raiders, incidentally went on to win Super Bowl XVIII in convincing fashion, beating the Redskins 38 to 9.
BRAND: Miller Lite