Miller Goes In-House for 'Ultimate' Effort

CHICAGO Miller Brewing is positioning its flagship Lite brand as the “Ultimate” beer in the category with new advertising breaking during the NCAA basketball tournament.

The spots, which were created in-house, exude simplicity, showing a “beer wall” of amber liquid and on-screen text comparing the beer’s calories and carbohydrate count to Bud Light, proclaiming Miller Lite the “ultimate light beer by design.” They continue to use the brand’s “Good call” tagline.

“We’re are taking a ‘hard right turn’ back to the core essence of Miller Lite, which has always been about differentiating Miller Lite from competitors as a better beer,” said client chief marketing office Randy Ransom, in a statement.