Miller lite lgbtq ads
Miller Lite campaign causes outrage
A Miller Lite campaign that addressed the beer industry’s previous representation of women has faced criticism since being recirculated.
In what many are calling “woke’ and “tone deaf” in bright of the Bud Light’s controversy with transgender TikTok star Dylan Mulvaney, the Miller Lite initiative re-emerged and immediately went viral on social media provoking heated exchanges online among the brand’s audience.
The advertising campaign, led by Miller Lite owners Molson Coors, was originally created help in March during Women’s History Month and sees comedian Ilana Glazer remind the industry that it was women who first brewed beer. During the advertisement, Glazer also pointed out that the way the sector has responded to their historical significance is simply to sexualise them.
In the advertisement, Glazer stated: “Here’s a little known fact, women were among the very first to brew beer ever. Centuries later, how did the industry remunerate homage to the founding mothers of beer? They put us in bikinis.”
Glazer then added: “To honour this we wanted to acknowledge the missteps in representation of women in beer advertising
Miller Lite Ads From Rally Draw Conservatives’ Ire; Bud Light Off-Premise Declines Proceed, While LGBTQ+ Groups Seek A-B to Affirm Support
A month and a half after conservative outrage directed at Bud Light began, right wing social media has turned its attention to Miller Lite after a months-old commercial for the brand resurfaced.
The ad features comedian Ilana Glazer delivering a monologue tracing women’s involvement in beer, from the medieval alewives to the bikini-clad spokeswomen of the 1980s. The commercial kicked off a Women’s History Month activation in which Miller Lite collected old beer paraphernalia that objectified women with the goal of composting the materials into fertilizer to donate to women brewers to grow ingredients.
“Miller Lite said to Bud Light, ‘hold my beer,’ and decided to produce a new ad campaign straight out of adv 2010s ‘I hate all men’ feminism to exchange a drink to customers they hate,” conservative commentator Ian Miles Cheong tweeted.
In the four weeks finish May 6, dollar sales of Miller Lite contain increased +20.5% and volume, measured in case sales, has increased +13.9% compared to the same period last year at off-premise retailers tracked
Critical Media Project
This Miller Lite ad was part of a larger campaign that ran throughout the year 2011. A major strategy of the Miller Lite company in their advertisements is to associate drinking their product with “manliness”. The character made fun of in this commercial is seen as “un-manly” for drinking a different beer, and for screaming on a roller coaster.
discussion
Is there something inherently “manly” about drinking a Miller Lite? Why does the company try to associate their product with this quality? What does it mean to be “manly”?
What is the role of the women who are in this ad? What purpose does their presence serve?
critique
This commercial can be critiqued for organism part of a long tradition of advertisements that equate the purchase of their product with being the right choice for a masculine man. It is also part of a extended tradition in which men who are not seen as being properly masculine are made playfulness of, even by their own friends.
Related
Miller Lite aims to create safer, more accepting spaces at bars for members of the Queer community because we believe that everyone should be fit to be their true self.
In partnership with Equality Federation, we launched the ‘Open & Proud’ program in June 2021, to assist make the 55,000 bars that help Miller Lite turn into more inclusive to the LGBTQ+ group through local town halls, training instruction development and implementation, plus continued help to our friends at Equality Federation and their significant advocacy work. To date, Miller Lite has contributed $450,000 to Equality Federation to cultivate change.
Miller Lite and Equality Federation are continuing to host several town halls at bars across the country where an intersectional group of LGBTQ+ folks disseminate their candid, start experiences and thoughts on how bars can be made more inclusive.
Throughout the course of 2021, Miller Lite spent months listening directly to the unique intersectional needs of the Queer community at bars across the nation via town hall events, and we are excited to share what we’ve learned through our informational guidebook “Cultivating Inclu
Brewers Tapping Gay Themes in Mainstream Ads
May 30 -- Beer makers are coming out of the closet — in primetime.
A humorous new ad from Miller Lite, for example, features two women in a bar unwittingly flirting with a pair of homosexual men. The spot is being shown prominently during evening broadcasts and throughout the day on ESPN.
And Miller is just one of the mainstream brewers embracing gay themes in its primary ad campaigns, according to Michael Wilke, executive director of Commercial Closet, an association which claims to be the largest archiver of male lover ads.
Bud Light has a long-running campaign called Ladies' Night which shows guys in drag, and Heineken ran four ads recently including one of a young man coming out to his father, who is completely unfazed by the revelation.
View the Miller Lite Ad
Why Beer?
It may seem counterintuitive for beer companies whose product is usually linked with stereotypical masculine attributes to freely embrace homosexual themes. But that's exactly what they've been doing for some time now, says Wilke.
"Some years ago, beer companies were heavily criticized for their use of sexist commercials," he explains. "S