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Company: SABMiller
    View Company Scorecard / Contact Company
Brand: Miller Lite
Ad Title: Skirt
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: US National
Agency: Draft FCB
Year: 2010
Target: Mainstream
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Theme(s)

Insufficient Masculinity/Femininity

Theme Breakdown

AdRespect Score: 
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A guy steps up to the bar to order a lite beer from a female bartender, without specifying any brand. She says, "Sure, do you care how it tastes?"

With a smile, he says, "No, I don't really care." She hands him a bottle and says "Okay, when you start caring, just take off your skirt and I'll give you a Miller Lite."

The man, perplexed, walks away and is actually wearing a red skirt in the bar.

In case the insufficient masculinity message is missed, the announcer growls, "Man up. 'Cause if you're drinking a light beer without great pilsner taste, you're missing the point of drinking beer."

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