Like We Did Last Summer

Beer as a transformative experience is something I never really got. After watching many a lad pop the top on an array of fine domestic beers, never did I see bikini clad models spew forth from the looking glass and casually drape themselves over those about to imbibe. I never saw a a climate change, and I never heard of a Bud achiever. Mind you, I'm glad, because those pool side dates would have gotten sticky if it was suddenly me vs. Kathy Ireland when the Coor's Light was freed from it's glass prison, and guess who would have won the affections of that semi cute boy with the beer belly? Hint: It wouldn't have been me. Despite my witty repartee and proficiency in many skills those swimsuit models win every time.

Joe Averages still have to date Jane Averages and the order of the universe remains mercifully, for us Janes, in tact.

Miller broke out of the box with their Dick campaign, but alas it was only funny for a short time, I mean, it's a good enough gimmick, but ultimately consumers realize that ad guy doesn't care about their job success and lost the motivation to care about his. Just like we've stopped caring about the frogs, iguanas and various amphibians trying to sell us Budweiser.

We want someone we can identify with realistically. Maybe someone who'll make us feel slightly better. A true antihero, if you will. Now we have one, compliments of Miller Lite.

This is the best TV ad I've seen in forever. It's funny, it makes it's point and the humor doesn't expire once you get the joke.

It's late and a chubby buddy in a "muscle" shirt heads into the kitchen to grab a beer. he places the bottle on the counter and starts enthusiastically - doing the twist, expectantly gazing at the bottle. The camera zooms onto the cap and we see why - "Twist to Open."

Get it? How can you not? Seeing is better than hearing, and the low rent cinematography and the regular guy quality of the star is endearing . I like him, and I don't even know him. I know you did too, don't try to get all cynical on me. They deliver a visual surprise and a little chuckle is the payoff and creatively by filming the bottle cap, they have a nice neat branding logo shot.

I'm going to drink a Miller Lite or three to celebrate. Using a plausible consumer in your ads is a step in the right direction Miller, becuase my heart went out to him, and as you ad guys know, where ever the heart goes, the wallet is right behind.

leslie@smug.com

in the junk drawer: