Miller Lite "Skirt" Commercial

Tool Mans Up for Miller Lite Campaign via Draftfcb

Tool Director Erich Joiner, in collaboration with Draftfcb, just completed a five-spot Miller Lite campaign, launching an irreverent taste-driven message for the original light beer. In each of the :30s, a man orders a light beer from an attractive female bartender who, upon determining he is oblivious to taste, slides him a bland no-name brew and tells him to come back when he loses whichever ostensibly girlish accessory adorns him.

In Carry-All, for instance, the bartender tells the clueless consumer to return when he ditches his purse, a white shoulder bag that he insists is called a "carry-all." Skirt stars a man whose short, ruffled skirt exposes his legs, prompting the bartender to suggest he "take off his skirt" when he rejects her offer of a refreshing Miller Lite. "Man up," a voiceover urges on each spot, "because if you're drinking a light beer without taste, you're missing the point of drinking beer."
Credits:

Client: MillerCoors
Spots Title: Carry-All (featured), Skirt (featured), Panties, Antique, Lower Back Tattoo
Air Date: April 2010

Agency: Draftfcb
Group CD: Chuck Rudnick
Art Director: Gordon Sang
Copywriter: Brian Siedband
Agency EP: Rob Farber

Prod Company: Tool of North America
Director: Erich Joiner
DP: Bob Richardson
Tool EP: Brian Latt
Tool EP Digital: Dustin Callif
Tool Line Producer: Joby Ochnser

Editorial: Spotwelders
Editor(s): Dick Gordon, Dan Maloney

Telecine: Michael Masur

Post/Effects: Filmworkers
Lead VFX/Inferno Artist: Rob Churhull

Music: Emoto Music

Sound Design: CRC
Sound Designer: Mark Ruff

Audio Post Company: CRC
Audio Post Mixer: Mark Ruff

Shoot Location: LA
About Tool:

Bicoastal Tool of North America represents top-tier artists to the advertising industry. Tool's collective of talent includes: directors, photographers, cinematographers, technologists, mobile content creators, and video game creatives. This diverse talent pool affords Tool the ability to serve as a resource for agencies across commercial and digital productions, packaging the best creative teams available to develop compelling advertising with our agency partners.

For more info: http://www.trustcollective.com/portfolio/content/tool_millerlite.php

Category:

Comedy

Tags:

• Miller
• Lite
• Skirt
• light
• beer
• commercial
• man
• up

[kelath5555]

"Hey, can I get a food?"

"Do you care how it tastes?"

"Nah."

"Well, when you start caring take off that aviator's cap and I'll give you a pie."

MAKES AS MUCH SENSE.

[bubber25]

upload the panties in a bunch one thats the one i wanna see

[mummyjohn]

@TheBoringAddress I never said I was drinking Bud? I feel ye; it's far from the best (or even 'good'), but it is probably the most generic exemplar of "beer" for someone who has no idea what it is.

[TheBoringAddress]

@mummyjohn If you are drinking Bud you're missing the poin of drinking beer.

[swingtastic]

"Your fly is open" is good news. She was clearly checking his crotch, and liked it enough to talk to him. I would go talk to her.

[mummyjohn]

If you're drinking light beer, you're missing the point of drinking beer.

[spillers1989]

Meh, most women in places like that are total bitches anyways. And the manliest choice of drink is straight liquor not piss water "lite" beer.

[TheOrderOfThePoodle]

She's being sexist towards herself?

[fluffybunny937]

Anyone else want to choke that bitch?

[melodic218]

He gave her the turn around look of DEATH :)

[andrewerdna100]

if you want to man up drink water. how bout that

[Winterfang]

Isn't the point of drinking beer to get drunk? Not to have a tasty drink.