J.J. Watt has 99 problems, but Miller Lite ain’t one

(Courtesy Miller Lite)

Miller Lite is adding some extra kick to this football season with a dynamic multi-year partnership featuring former Houston Texan Defensive End and sports broadcaster, J.J. Watt.

Hailing from the heart of Wisconsin, just like Miller Lite, J.J. Watt will be the new face of the iconic beer brand in a cross-channel marketing campaign spanning digital, social, retail, and national TV.

In this exciting campaign, crafted by DDB Chicago and set to premiere on September 18, J.J. Watt finds himself in a living room surrounded by packs of Miller Lite. Known for his iconic #99 jersey, the spot has J.J. putting his own twist on the classic ’99 Bottles of Beer’ tune, albeit with some humorous modifications. A playful cameo from J.J.’s wife and professional soccer star, Kealia Watt, adds to the fun. Viewers can catch this spot on TV as well as across paid and organic social media platforms.

“99 packs of Miller Lite in our house, didn’t read the fine print in my deal,” J.J. Watt croons in the ad. “It’s affecting my life, I can’t find my wife. Someone please help me give away all this beer.”

To sweeten the deal, the ad introduces a thrilling opportunity for 99 lucky winners to score not only 99 beers but also a signed J.J. Watt jersey, courtesy of Miller Lite. Watch below:

Ann Legan, Vice President of Marketing at Miller Lite, expressed her enthusiasm about this partnership, stating, “J.J. is a no-brainer for Miller Lite – he’s authentic, charismatic, Wisconsin-raised, and most importantly, a huge fan of Miller Lite. Working with J.J. has been such a fun way to dive into my new role on the Miller family earlier this year. Together, we can’t wait to make football season taste like Miller Time… with 99 beers from a legendary #99 on the field.”

This collaboration between Miller Lite and J.J. Watt adds an exciting layer to the brand’s comprehensive football plans, including special packaging and programs for 16 professional football teams and an exclusive Fantasy Football partnership with retail integration.

As football season kicks off, fans can look forward to a winning combination of touchdowns and the refreshing taste of Miller Lite, all thanks to this dynamic partnership.


BRAND: Miller Lite


Key Creative Team:

  • Chief Creative Officer: Ari Weiss
  • Chief Creative Officer: Rodrigo Jatene
  • Creative Director: Aaron Willard
  • Creative Director: Patrick Almaguer
  • Copywriter: Aaron Andzik
  • Art Director: Eddie Garcia

Agency Leadership:

  • Chief Executive Officer: Emma Motgomery
  • Business Lead: Betsey Kvam
  • Account Director: Dee Dee Morrow
  • Account Handling: Demi Kallis
  • Account Executive: Helena Haynes
  • Chief Strategy Officer: Milo Chao
  • Strategy Director: Ethan Scott
  • Strategist: Tom Zauberman
  • Head of Production: Matt Blitz
  • Executive Producer: Adine Becker
  • Producer: Natalie Turner
  • Director of Business Affairs: Jillian English
  • Business Affairs Manager: Ericka Svenonius

Creative Agency (Alma):

  • Chief Executive Officer: Isaac Mizrahi
  • Chief Creative Officer: Alvar Suñol
  • Executive Creative Director: Jorge Murillo
  • Executive Creative Director: Christian Liu
  • Associate Creative Director: Eddie Seiglie
  • Art Director: Gloria Martinez
  • Copywriter: Julia Ardila
  • Account Director: Karen Udler
  • Account Director: Jose Hawayek
  • Account Executive: Daniela Cardenas
  • Planning Director: Mauricio Cadena
  • Planner: Moises Escobar
  • Project Manager: Elisa Simon


  • Director: Rich Downie

EDIT: (The Works)

  • Editors: Steve Immer, Mallory Ryan
  • Head of Production: Brian Winterton

POST / VFX: (The Works)

  • Colorist: Arianna Smaller

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