Ad Age reviewer pans new Lite spots

Modern Brewery Age, Feb 17, 1997

The ads fall flat, he says, because the spots represent "a smug, masturbatory sort of advertising" which tries to add personality to the brand without saying anything pertinent to the consumer.

Instead, Garfield says agency Fallon McElligot came up with "some inside jokes, some amusingly dated graphics and several self-indulgent commercials about Dick [the "creative superstar" who supposedly creates the ads]." In Garfield's opinion, the ads are targeting a "hip, sophisticated and mediawise" group of viewers that may or may not exist (and if they do exist, not in large enough numbers). Garfield concludes with the assertion that beer advertising is a mass-market type proposition, "better served by substance, not faux nihilism."