Miller Lite Launches March Madness Celeb-Filled Campaign

Miller Lite announced on Thursday the launch of a new celebrity-filled campaign channeling major nostalgia, just in time for March Madness.

The campaign reignited the age-old debate about Miller Lite tasting great or being less filling and featured the talents of actor Luke Wilson, football player J.J. Watt, baseball icons David Ortiz and Jorge Posada, and many more.

The inaugural ad, titled “Destiny,” features J.J. Watt coming out of retirement to become a Miller Lite All Star. The ad features the football player debating with fellow athletes about the merits of the age-old question.

“Growing up, I watched the biggest names in sports battle it out in the iconic debate of what makes Miller Lite so great, could it be that it Tastes Great? Or is it that it’s Less Filling?” Watt asked in a news release from the brand. “I’ve always been team Less Filling, and that won’t change, but to have the opportunity to work with Miller Lite to officially reignite this major debate is pretty special being from Wisconsin… let’s keep the Lite-hearted conversation alive for another decade!”

The campaign additionally features the talents of the great basketball player Reggie Miller, and the legendary Olympian soccer player, Mia Hamm.

Miller Lite plans to bring on the nostalgia by launching Beer Tapes for fans to participate in the debate. Miller Lite Beer Tapes consist of a double feature set that includes a playable VHS featuring an interactive “experience” involving the debate and features the opportunity for fans to enter to win free beer from Miller Lite for a year. The set includes an additional VHS-shaped glass.

Miller Lite’s Beer Tapes feature a VHS-shaped glass.

To add more fun, those who want to get in on the action in person can go to the last remaining BLOCKBUSTER in Bend, Oregon on March 28 to grab a Miller Lite beer tape. Those who want to hedge their bets at the chance of winning one can enter a sweepstakes through Miller Lite’s Instagram page.

“Miller Lite launched the Light beer category with this iconic debate that has remained unanswered, and we want to continue the conversation for years to come,” Vice President of Marketing for Miller Family at Molson Coors said in a statement. “Now with the help of a new generation of All Stars and the nostalgic and drinkable VHS Beer Tapes, fans can proclaim their loyalty to their favorite side of the debate by scanning their very own Beer Tapes and locking in their answer, Great Taste, or Less Filling.”

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