9875: R.I.P. Miller Lite “Man Up” Campaign.

MultiCultClassics has never been a fan of the Miller Lite “Man Up” campaign or the lame agency behind it. So it’s great to hear the brewer is moving on to a new—albeit recycled—concept. The iconic brand has lost its way. Indeed, the latest shit from Draftfcb almost reflects how Miller Lite seems to be questioning its own manhood. The original “Great Taste…Less Filling” campaign featured ex-athletes and characters that appealed to men on more direct, honest and entertaining levels, successfully positioning lite beer as a legitimate and even masculine alternative. That is, real men drank Miller Lite. But in recent years, the work has been trying too hard to hang with the guys. The most obscene part about the “Man Up” campaign was the depiction of women. While Miller Lite, like just about all beers, has traditionally pushed female sexual stereotypes to lure men, the Draftfcb spots managed to make the insulting and condescending women appear downright unattractive. Check out the contrasting images below of Miller Lite bra-busting hotties versus “Man Up” ball-busting shrews.