Miller Lite's new campaign, “Legendary Moments Start with a Lite,” debuts Saturday, Jan. 10 during NFL playoff football.

It will extend beyond TV with The Miller Lite Damp January Club, encouraging consumers to socialize along with the chance to win beer money, exclusive merch and more.

The campaign’s inaugural spot, “Ditch the Apps” will debut this Saturday during NFL playoff football.  

In the spot, a man exchanges looks of interest with a woman at the bar before returning to scrolling on his phone. Then, the icon Christopher Walken appears out of nowhere, with whispers of his name adding to his grand and mysterious entrance into the frame.  

“Don’t just like somebody on the app,” he says. “Like them in real life.”  

Walken then hands the man Miller Lites and encourages him to go say hello, sparking the real-life connection. The spot ends with Walken declaring that “Legendary Moments Start with a Lite. It’s Miller Time.”