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On May 1st, Crispin tipped off the NYTimes to a new campaign they were getting ready to launch for Miller Lite. The ads star Burt Reynolds, Jerome Bettis, Eddie Griffin, Triple H, Aron Ralston, Brian Binnie, and Ty Murray sitting around a square table talking about Man Laws. In the teaser spot, the concept is described as "a glimps into the ancient order of men cloaked in secrecy for over 900 years," somewhat like the Order of the Serpentine work they did for Axe. In the ads that broke Monday, the guys sit around talking about things like how long before you can date your buddy's ex, is it ok to stick a finger in a beer to bring them over to friends and if you bring Miller Lite to a party can you take home the leftovers.
The "Man Laws" ads are partly inspired by another Miller Lite standard: the tastes great-less filling debate, said Alex Bogusky.
"Beer is so tied in to male culture," Mr. Bogusky said. "And I think the tradition of sort of settling things over a beer and figuring out the world over beer is a strong one. It's one of the nicer aspects of beer, and it's one of the reasons that it's a powerful cultural beverage."
Read on for more and to check out the ads.
The campaign also includes a microsite, ManLaws.com where folks can watch videos, submit their own laws and the like.
What's somewhat interesting about this "Men of the Square Table" is that just weeks before Crispin broke "Manthem / I Am Man" ad for Burger King's Texas Double Whopper. This route had been taken before, as Milwaukee's Best (also a Miller brand) started a campaign last year by Mother NY all about being the brew for real men. Over the past few years, a number of ads such as the ones for Spike TV and a viral for MINI UK have been taking advantage of the metrosexual trend using it as a concept to turn men back into "manly men".
Screenshot from the ManLaws.com site: