Miller Lite has launched a series of spots to prove that original light beer is not only for ladies, and male consumers should not lose the real reason to drink beer. If they buy it just because it contains less alcohol, they are women. The idea is a bit sexist, but still very funny. The set includes five spots called Panties, Antique, Carry-All, Lower Back Tattoo and Skirt.
In each of the 30-second spots a man asks a cute female bartender give him a bottle of light beer. He doesn’t care about the taste of the beer, and the girl tells the guy that when he comes without his girlish accessory (each spot features a different item form female wardrobe), she will give him a Miller Lite. The message is simple: “because if you’re drinking a light beer without taste, you’re missing the point of drinking beer.”
The commercials are developed by the Draftfcb agency, the Tool of North America studio and director Erich Joiner.
Here are two of the ads.