those ads
we’re clever and funny, with a catchy slogan.
When Miller was getting ready to launch their Lite Beer, there was a concern that it might be perceived as a "sissy" beer by regular beer drinkers. To counter that perception, they used guys like Dick Butkus, Bubba Smith, and Billy Martin in their ads. They also brought in people like Rodney Dangerfield, Bob Uecker, and Mickey Spillane and his "Doll."