We relaunched the iconic 1975 Miller Lite “All Stars” campaign in 2024 for a new generation of sports-loving, bar-hopping, comedy-loving sports fans. We got celebrity athletes on board, like J.J. Watt, Mia Hamm, Reggie Miller, David Ortiz, and Jorge Posada to engage in the age-old debate: Great Tasting or Less Filling. Our new spin involved another character - none other than actor Luke Wilson - to settle the debate: Guys, IT’S BOTH!

The campaign showed up during major sports moments like March Madness, the Olympics, and the NFL season.