Miller Lite World Cup buy encourages safe ride home


That’s the message of a new television ad from Miller Lite that will debut during World Cup broadcasts. In the spot, titled “Brad’s Plan,” a guy enjoying Miller Lite with his buddies decides to approach an attractive woman in the bar. It appears his efforts have been successful when we see the two of them in her car, leaving the bar. Eventually, the camera pulls back to reveal that Brad has been joined by his two buddies and that they’re being driven home by the woman. It’s all part of his plan to get them home safely after a night at the bar.

The spot, via Milwaukee-based Jacobson/Rost, will debut 6/23 during the U.S.-Algeria game on ESPN. After that, it will share Miller Lite’s media weight on general market broadcasts throughout the balance of the World Cup with ads from the brand’s current “Taste Greatness” campaign.

Miller Lite will have in-game advertising on ABC, ESPN and ESPN2, as well as on, where games will be streamed live. The buy will focus on marquee games during pool play, including all U.S. matches, and continue through the quarterfinals, semifinals and championship. Miller Lite also will advertise in game rebroadcasts on ESPN Classic.

MillerCoors supports a number of programs encouraging consumers to plan ahead and use alternative transportation, including partnering with 1-800-TAXICAB, sponsoring Miller Lite Free Rides on key holidays, offering cab vouchers in more than 85 markets and sharing education through, a website highlighting the company’s corporate social responsibility platform.