Miller Lite Man Up

The Miller Lite Pilsner taste is being promoted in a series of five television commercials with the tag line, “Man Up”. In each of the ads a man with no preference for taste in his beer is provided with a bland no-name brew when he orders a light beer from an attractive female bartender. The men are told to come back when they’ve lost their girly accessories, whether that be their “carry all”, skirt, panties, antique or lower back tattoo. “Man up,” a voiceover urges on each spot, “because if you’re drinking a light beer without taste, you’re missing the point of drinking beer.”

Miller Lite skirt

Click on the image below to play the Carry All video.

Click on the image below to play the Skirt video.


The Man Up campaign was developed at DraftFCB, Chicago, by group creative director Chuck Rudnick, art director Gordon Sang, copywriter Brian Siedband, agency executive producer Rob Farber.

Filming was shot by director Erich Joiner via Tool of North America with director of photograqphy Robert Richardson, executive producer Brian Latt, digital executive producer Dustin Callif, and line producer Joby Ochnser.

Editors were Dick Gordon and Dan Maloney at Spot Welders. Telecine was produced by Michael Masur.

Post production and effects were produced at Filmworkers Club by lead VFX/Inferno artist Rob Churhull.

Music was produced at Emoto. Sound was designed and mixed by Mark Ruff at Chicago Recording Company, Chicago.