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Company: SABMiller
    View Company Scorecard / Contact Company
Brand: Miller Lite
Ad Title: Purse/Carry-All
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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Another in this series once again has a female bartender with an attitude problem. A guy steps up to the bar to order a lite beer, without specifying any brand. She says, "Sure, do you care how it tastes?"

He shrugs, "Nah, I don't really care." She hands him a bottle and says, "Okay, when you start caring, put down your purse and I’ll give you a Miller Lite."

He looks down at his white leather messenger bag and says, “It’s a carry-all.” She retorts tartly, "No it's not."

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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