The Original Great Taste vs. Less Filling campaign was tied together with a roster of athletes,

actors, musicians and comedians. In their day, they were iconic for their roles in the old ads. Part of bringing the campaign back was bringing a new generation of iconic spokespeople into the fold. This spot not only had to remind viewers of the old campaign, but also introduce our new, modern spokespeople to the world and announce that it was coming back in dramatic fashion.

Beyond that, the job of “Destiny” was to reintroduce people to the world of Miller Lite, and take us back there. We follow our heroes as they’re transformed and transported to a time and place where beer advertising is funny. Beer was fun. And the only thing we had to argue about was why we loved beer.

JJ Watt has retired from professional football. Now, he lives a quiet life on his farm. He feeds his cow named Freckles. He’s trying to write a book, but is frustrated. He’s haunted by his cuckoo clock that taunts him. Now that he’s retired, life just doesn’t have any meaning.

Then, one dark and stormy night, a mysterious private eye brings him a VHS tape from 1975. JJ watches the tape. On the tape, he sees the old Miller Lite campaign from 1975. Suddenly, the tape, by the magic power of beer advertising, turns him into a spokesperson for Miller Lite. Other celebrities join the campaign too. They all choose a side in the debate: great taste and less filling.

In a button, we reveal Luke Wilson has also become a spokesperson, but he is confused. Doesn’t Miller Lite have both great taste and less filling. It sure does, Luke!

Destiny launched during the first game of March Madness and shortly after aired across linear, cinema, streaming, and online video. The :60 spot was seen over 80M+ times and introduced a new generation of consumers to the classic campaign.

Within 48 hours of the campaign launch, Miller Lite amassed over 3 billion earned impressions and was covered by the likes of Forbes, CBS, USA Today, PEOPLE Magazine, CNBC, and Sports Illustrated.

The 600+ earned media placements across online publications, social, broadcast TV and radio generated $75,000,000 in free media for the brand.