(Courtesy Miller Lite)

Miller Lite has launched a new campaign that reimagines the iconic “It’s Miller Time” theme for today’s generation of social-media addled beer fans…

Orchestrated by agency DDB Chicago the new campaign video “Followers,” (which debuted during Game 1 of the World Series) makes a bold statement in black and white about consumers’ dependence on social media.

And using classic “Miller Time” imagery it positions the simple act of enjoying a beer with friends as “The Original Social Media” and an alternative to social media fatigue.

As part of the new campaign, Miller Lite is hoping to set an example to its fans by going dark on social media and it’s asking its drinkers to do the same.

Up to 118,000 people who unfollow Miller Lite on Instagram or Facebook could receive a free Miller Lite, a number equal to its amount of Instagram followers.

When you unfollow Miller Lite via Instagram or Facebook, you could receive a free Miller Lite to get back to enjoying Miller Time with friends. Just text UNFOLLOW to 49375 with a photo or screenshot to prove you are unfollowing the brand…

“We understand it’s risky for a brand today to say that we want you to unfollow us on social media when it’s one of the many ways we stay in touch with beer drinkers,” says Anup Shah, vice president of the Miller family of brands at MillerCoors. “But we value those in-person connections and are committed to inspiring people to do the same, even if that means losing a few followers along the way.”

“The It’s Miller Time slogan first surfaced in the early 2000s, then came back as recently as 2012, when it was pitched as a reward after a long day of work,” according to Behind the Beer. “The brand decided to resurrect It’s Miller Time again to give it a solid one-two punch, building off its functional messaging that highlights its 96 calories and 3.2 grams of carbs per 12-ounce serving.”

And according to Peter Frost at the MillerCoors blog, “The followers spot will run in 90-, 60-, 30- and 15-second cuts across TV and online video  into early 2020, when it will be joined by new It’s Miller Time work.”