Miller Lite hangs with celebrities in Miller Time spots

03/7/2013 | Advertising Age (tiered subscription model)

Miller is prepping a set of commercials for Lite through Saatchi & Saatchi featuring celebrities such as Vince Vaughn, Ken Jeong, Chuck Liddell and Questlove -- men the brand says have "common-man cachet," writes E.J. Schultz. The strategy is "solely focused on Miller Time. The celebrities that appear are guys that I think guys can actually picture hanging out with," says Con Williamson, Saatchi & Saatchi chief creative officer.

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