Christopher Walken Voices Legendary Stories for Miller Lite’s 50th Anniversary

Molson Coors’ beer brand Miller Lite launched its 50th anniversary campaign last night during March Hoops action.

The film ‘Legendary Stories Start With a Lite’ shows a montage of snapshots from the last five decades where Miller Lite has fuelled legendary nights for ordinary fans and icons alike. Narrated by Christopher Walken, the archival footage of football legends, friends and family is also fittingly accompanied by David Bowie’s anthem ‘Rebel Rebel’.

Original Miller Lite all-stars John Madden, Dick Butkus, and Bob Uecker feature, alongside country music star and Miller Lite superfan Luke Combs, demonstrating how the beer has been a part of the cultural zeitgeist over the past 50 years – and continues to be.

Created by Leo Chicago, with production help from around the Publicis network – PXP oversaw product shots and retouching while Harbor led post production – Molson Coors’ global VP of marketing for its Miller brands, Ann Legan, tells LBB that the inspiration for the campaign was twofold.

“From a foundational standpoint, the ‘Legendary Stories Start with a Lite’ campaign stems from the fact that in 1975, Miller Lite invented light beer and created an entirely new category. I’d say that’s pretty legendary.

“However, if you look at the big picture, the campaign was truly inspired by our drinkers, past and present, who have helped shape us into the brand we are today,” she adds. “The campaign is an ode to the people who made ‘Miller Time’ a part of their stories for the past 50 years and it’s also a way to ‘cheers’ those who will make an impact on the brand’s next 50 years.”

Many of the archival photos, digital prints and photobooth sheets of revellers enjoying Miller Lite shown in the film were found by STALKR and Catch+Release, while others are from “friends of friends of friends” and Miller Lite’s own archives. According to Ann, some of the candid photos of the Miller Lite all-stars and images from past events and conferences have never been seen before.

“The ad is made up of real, genuine moments captured over time,” she says. “And even the more well-known faces are authentic moments pulled from the archives of our historic ads. The ad is narrated by award-winning actor Christoper Walken, who not only has a legendary body of work, but also an iconic presence.”

She continues, “All of this demonstrates that Miller Lite has been a part of culture since it came on the scene in 1975 and it will continue to stay relevant as it keeps a pulse on culture and the trends that are important to our drinkers.”

Excited to kick off celebrations with this ad, Ann says that multiple launch moments were considered, but March Hoops stood out as a “natural fit” for the brand. “Our fans have always made us part of their tournament celebrations,” she explains, sharing that fans can expect more activations for the anniversary in the coming months, such as specialty packaging, unique collaborations, new spokespeople and more.

“Our 50th celebration will run throughout the year, and will honour both our brand and the fans who have made us a part of their memories,” she says, hinting that she has her own memorable Miller Lite moments. “Oh, I have many legendary stories… but I’m not going to share them today. For my friends who are reading this, IYKYK and you’re welcome.”