A Miller Lite commercial released for Women’s History Month in March has recently resurfaced and gone viral, despite the company’s efforts to keep the campaign quiet amid the Bud Light boycott.
The feminist advertisement, published on March 7, apologizes on behalf of the entire beer industry for past campaigns featuring women in bikinis.
The commercial, titled “Bad $#!T to Good $#!T,” explains that Miller Lite is buying back old beer advertisement materials that depict females wearing bikinis or other barely there clothing, turning it into compost, and donating the fertilizer to female brewers to use to “grow quality hops.”
Bad $#!T to Good $#!T | Miller Liteyoutu.be
The ad features actress and comedian Ilana Glazer, who opens the commercial by explaining women’s role in the history of beer making.
“Here’s a little-known fact,” Glazer stated. “Women were among the very first to brew beer ever. From Mesopotamia to the Middle Ages, to Colonial America, women were the ones doing the brewing.”
“Centuries later, how did the industry pay homage to the founding mothers of beer? They put us in bikinis,” she continued.
“Wow,” Glazer declared as she walked through a room filled with old Miller Lite ads showing women wearing bikinis and other tight-fitting clothing.
“Look at this s**t! Wild,” she added.
“Today, Miller Lite is on a mission to clean up not just their s**t, but the whole beer industry’s s**t,” Glazer stated.
She explained that the beer maker has been “scouring the internet for all this s**t and buying it back, so they can turn it into good s**t for women brewers,” referring to providing female beer makers with fertilizer.
“Literally, good s**t,” Glazer exclaimed.
The commercial explained that Miller Lite turned old advertising campaigns into compost that was then donated to women brewers.
The two-month-old Miller Lite advertisement, which launched before the controversial Bud Light promotion with transgender influencer Dylan Mulvaney, resurfaced this week on social media. Critics bashed the beer companies for being out of touch with their audiences.
The Citizen Free Press shared the commercial on Twitter with the caption, "Miller Lite has joined the woke cult."
The March commercial is not easily found on the company's own social media accounts, leading some to believe Miller Lite attempted to hide the ad amid the Bud Light boycott.
The advertisement is not on the beer company’s Twitter or TikTok accounts. It is posted on Miller Lite’s Instagram with comments disabled. It also appears on the brand’s YouTube, but as “unlisted,” meaning the video does not appear in the search results or suggestions. It is unclear whether the commercial was previously listed on YouTube or previously posted on the company’s other social media accounts before the backlash.
Molson Coors, the maker of Miller Lite, told the New York Post on Monday that the feminist ad was not “remotely controversial.”
“This video was about two things: worm poop and saying women shouldn’t be forced to mud wrestle in order to sell beer. Neither of these things should be remotely controversial, and we hope beer drinkers can appreciate the humor (and ridiculousness) of this video from back in March,” a spokesperson stated.
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