Miller Lite is celebrating its 50th anniversary with a history – not of the company, but of its fans. The campaign by Leo Chicago, Legendary Stories Start With a Lite, leads with a montage of snapshots from the last five decades where Miller Lite has fuelled legendary (often, wild) nights for ordinary fans and those with fame.
The film, narrated by Christopher Walken, is underscored by David Bowie’s, Rebel Rebel. Included in the montage are Miller Lite all-stars, John Madden, Dick Butkus, and Bob Uecker feature, plus country music star and Miller Lite fan, Luke Combs, demonstrating that the beer has been a part of the cultural zeitgeist over the past 50 years and continues to be. The film’s archival photos, digital prints and photobooth sheets of revellers were either found by STALKR and Catch+Release or collected from the team’s social circle.
Leo Chicago worked with the Publicis network for production. PXP oversaw product shots and retouching while Harbor led post-production.
Credits:
Client: Molson Coors [Miller Lite]
Vice President: Ann Legan
Creative Agency: Leo Chicago
Production: Stalkr
Production: PXP USA
Production: Catch+Release
Post Production & VFX: The Harbor Picture Company US
Editing: Arts Academy
Music & Sound: Marmoset
