Miller Ditches "Man Up," Resurrects "Miller Time"

After what seemed like an endless stretch of “man up” ads featuring guys behaving in ways that only guys in bad beer commercials behave, Miller Lite is hoping it can recapture some of its previous glory by resurrecting ye olde “It’s Miller Time” slogan.

Though Miller Lite is still the fourth most popular beer in the country, its numbers have dropped off in the last year, in spite of the Worst Ad In America-nominated “man up” spots and that whole, inexplicable vortex bottle thing.

“Miller Lite really is about real beer and real friends, and we believe that Miller Time captures that whole idea of real friends coming together over real beer,” a MillerCoors Exec said about why it’s changing course with its ads.

The Miller Time slogan was originally used for Miller High Life ads in the ’70s and ’80s, often alongside the “If you’ve got the time, we’ve got the beer” jingle.

It was then brought back for a five year run between 1997 and 2002, this time to advertise Miller Lite.

We would like to believe that this is just more proof that there will finally be a third Ghostbusters movie, allowing Bill Murray to say his famous line one more time:

Another Round for Miller Time [CNBC]

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