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Lite's "Visitors" ad ices "It's It" theme.

Miller Brewing Co.'s new television commercial for Lite beer, "Visitors," depicts the arrival of space travelers who come to Earth in search of a special brew. What the aliens don't find is Lite's "It's It and That's That" theme.

"This spot conveys Miller Lite is the best beer for drinkers today in a memorable and humorous way," said Paul Basquin, low calorie director for Miller. "It imaginatively portray Miller Lite as the universal beer of choice."

In the spot, the visitors enjoy Lite while having a party and dancing to "C'mon, let me show you where it's at" - a song introduced in earlier Lite ads. However, instead of the usual "It's It" conclusion, the verse ends with "Miller Lite, I like it like that."

After the visitors leave, the only sign of their presence is an unexplained crop formation spelling "Lite." A voice-over then concludes, "There must be intelligent life out there after all."
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Title Annotation:Miller Brewing Co.'s Lite beer television commercial
Publication:Modern Brewery Age
Date:Jun 29, 1992
Words:155
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