The metaverse is the latest ad trick. Miller Lite and agency, DDB, are clearly well aware of this. Their Super Bowl campaign is a virtual bar in Decentraland, with a golden tap where visitors can try to win US$500 of real-life beer, a mechanical bull, a jukebox and a bathroom for your virtual business. The brand has also produced an ad that pokes fun at other Super Bowl ad tricks – as well as its own – to promote it.

The ad, The First Big Game Ad in the Metaverse, features an avatar spokesman, a “relatable farmer”, horses holding cans of Miller Lite, puppies, avocados “from another country”, aliens, a robot and a “culturally relevant” pop star. It was directed by M ss ng P eces’ Jason Zada.

Helping the brand’s fame is The US government suspending all imports of Mexican avocados on the eve of the Super Bowl, after a US plant safety inspector in Mexico received a threatening message, Mexico’s Agriculture Department. The avocado industry has been dragged into the country’s drug cartel battles.

The rivalry between Miller Lite parent, Molson Coors, and AB InBev was ignited a few days ago when Mischief mocked Bud Lite on behalf of Miller64.