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That's that for "It's it," as Miller returns to familiar "Great Taste, Less Filling" advertising theme.

Confirming long-held suppositions, Miller Brewing Co. has revived the "Tastes Great-Less Filling" theme in national ads for Miller Lite. According to a report in the Wall Street Journal, the move marked the demise of the much criticized "It's it, and that's that" and "C'mon, let me show you where it's at" campaigns that had been evolving for the past two years.

In one of Miller's new spots, people in a bar disagree over whether to watch Sumo wrestling or a high-dive competition. The bartender bangs the set with a bottle of Miller Lite, and the set switches to broadcasting "Sumo High Dive," in which a rotund sumo wrestler bellyflops into a pool.

In another spot with even broader appeal, a show called "Hot Shot Lawyers" is transposed with a calf-roping rodeo event. The result is "Big Lawyer Round-Up" as cowboys chase down and rope attorneys.

Each spot ends with the slogan, "if you can combine great taste with less filling, you can combine anything...Great Taste, Less Filling. Can your beer do this?" The campaign, which has been shown in test markets for the past month, broke nationally during the N.B.A. championships.

Ad critic Bob Garfield hailed the return of the "Tastes Great, Less Filling" ads in a recent issue of Advertising Age, and gave the new campaign three stars (which is high praise from Garfield).

In his review, Garfield recalled the "awkward and meaningless" 'It's it and that's that' effort and the "banal" 'Cmon, let me show you where it's at' campaign, neither of which, he said, "cut to the core of the brand benefit, a combination of flavor and low calories."

Garfield said the new take on the old slogan held promise, although he said that the spots were "more outlandish and irreverent than they are funny."

Nonetheless, Garfield said the new campaign "has the potential to advance the campaign, hilariously, still further."
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Title Annotation:Miller Brewing Co.
Publication:Modern Brewery Age
Date:Jun 21, 1993
Previous Article:Brewer reports it's "Miller Time" once more.
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