• by Teresa Buyikian , Yesterday

Miller Lite is encouraging consumers to get off their phones and get back to real life connections in a new creative effort starring Christopher Walken.

“Legendary Moments Start with a Lite,” is the brand's new creative platform rolling out this month, which is “designed to remind people that the moments we remember most start with a buddy over a beer.”

The campaign, from Leo Chicago, kicks off with the :30 spot “Ditch the Apps,” seen here. The ad opens on a man in a bar who has caught the eye of woman across the room, but then returns to scrolling on his phone. Walken suddenly appears sitting next to him, saying “Don’t just like someone on the app, like them in real life.” He then gives the man Miller Lites to share with the woman.

“For more than five decades, Miller Lite has been part of people's favorite memories,” says Sofia Colucci, CMO, North America, Molson Coors Beverage Company, in a press release. “This platform is about inspiring the next generation of legendary moments by encouraging people to say yes to plans and enjoy the simple moments that bring us together. … Throughout the year, you'll see big new creative work like this that champions beer and connects to clear consumer insights, not just from Miller Lite but our full portfolio of brands.”

As part of the effort the brand also launched The Damp January Club, one of several consumer activations scheduled for 2026 “designed to push back on the antisocial habits defining today.” Customers can enter to win “The Dampest Keg Ever,” a mini keg slightly larger than a 40 ounce, but smaller than a pony keg, along with Miller Lite merch and beer money.

The campaign runs across TV, social, influencers and retail. Two additional spots starting Walken are scheduled to run later in the year.