Miller Lite is encouraging its male brand acolytes to submit their guy’s guy videos online for a chance to appear in one of the brewer’s ubiquitous “Man Laws” TV spots. A winner will appear alongside macho celebrities like Burt Reynolds, Jerome Bettis and Ty Murray.
Users are encouraged to visit ManLaws.com and submit one-minute clips showing why “they are worthy of being a member of the Men of the Square Table.” The Men of the Square Table, as featured in the broadcast spots, is a faux-venerable sect of men that includes figures like Reynolds and mountaineer Aron Ralston, who severed his own arm when a boulder fell on it, trapping him.
“Prospective council members must be prepared to rule on everything from barbecue etiquette and lawn fertilizing, to bolo ties and calling ‘shotgun,'” Miller Lite said in a statement.
The campaign, created by Crispin Porter + Bogusky, already includes a digital extension at the same site, where close to 50,000 users have submitted their own Man Laws in text form. These include entries like “Beer goggles are a valid excuse,” and “Any caught home run from the opposing team must be thrown back.”
Site users are able to view the Man Laws that have been most visited, most edited and most recently added.
Six finalists from the pool of amateur video content will be flown to L.A. for a screen test, and a winner will join an ad shoot scheduled for August.
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