Miller Brewing Company: Miller Lite's Miller Time campaign
William BaueOVERVIEW
On January 12, 1997, during championship games of the American and National Football Conferences and on the Fox Network's The X-Files, the Miller Brewing Company introduced Dick as its new spokesperson for Miller Lite. The series of four commercials all began in the same way, with a campy 1950s beer can logo bearing the slogan "Miller Time," a familiar tag line that had not been used since the mid-1980s, followed by a picture of Dick, apparently straight out of his 1975 high school yearbook, complete with...