The clerk at a convenience store asks a man, who is buying a six pack of Miller Lite, what he's up to for the night. The man tells him he's headed for a little karaoke and with minimal encouragement gives the clerk a preview of his rendition of Kansas' classic hit "Carry on Wayward Son." Just as he's getting into it, a woman walks in and embarrassingly catches him in the act. As long as you are you, it's Miller time.

iSpot Review — July 31, 2015

In an era where microbrews are surging forward in popularity and demand, Miller Lite makes an attempt to reconnect with their target demographic with this simple, productive ad. Part of a campaign with the, "As long as you are you, it's Miller Time." slogan, Miller Lite celebrates the weird and quirky, everyday people we come across when stepping into a convenience store. They also chose wisely with a classic karaoke song that nearly everyone has performed (or seen performed) at some point in their lives. Using such an iconic song is a surefire way to conjure up those feelings of nostalgia.

Passion is often mistaken with intensity. If you've ever watched people karaoke live, then you know the participants can come off as intense. But the reality is karaoke performers are just passionate people. Such is the case when this man makes a quick trip to pick up some Miller Lite at a convenience store.

Upon being rung up for his beer, the store attendant asks our karaoke warrior if he has any plans for the night. After giving his best version (with almost no hesitance) of, "Carry on Wayward Son" from the 70s rock group Kansas, our hero is interrupted by a woman walking in during his solo performance. He abruptly stops, puts down his Miller Lite mic and announces what time he'll be on later if they want to see the rest.

Advertiser Profiles
“It's Miller Time”
Actors - Add
Ian Gary ... customer, Chris Browning ... Voice Over), Serena Hendrix ... woman
WPP Group, Inc. (Agency), DDB Chicago (Creative Agency), DDB Chicago (Digital Agency), Publicis Groupe (Media Agency)

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