i must be in the front row!

if you know what that means you were born before the 80's...

as reported in all the ad rags, (after flirting with it a bit) miller lite will return to its most famous (and best) campaign format with the line "taste great, less filling".

we think this is a really smart, long over due, move.... 

and not just because we remember laughing out loud at spots like this and this years ago... and we can all imagine updating the format with current sports icons as well as the cameo opportunities for madden...

we think today, in the connected world we live in, "taste great, less filling" as huge potential for consumer involvement and ownership delivering real time spent with the brand...

or specifically farm believes this has the potential, if enabled, to be bigger than the total sum of the television ads.

many of us have worked on sports brands....

and have used these brands to present a position or an option of positions to consumers in a forum where they can act...

and whether it's "do something like this" or "pick a side -  you're either for this product or that product"...

consumers take the idea and run with it... 

a lot of the time making it their own... making it bigger than the advertising...

so the point of this post is... 

whoever is working on this... please...

think about "taste great, less filling" as an idea first... and then make the funny ads to promote the idea... 

if you do that, it will be larger than advertising and have longevity long after your media money runs out...