Before there was social media, there was beer at the bar with friends. In a new campaign, beer brand Miller Lite is staking a claim that ‘Miller Time’ was the ‘original social media’ and it’s shutting down its social feeds in support.An artfully shot spot by DDB shows a man just about to walk out of his apartment. He looks through the peephole and sees a group of people waiting for him, so he sneaks out the back via his fire escape. He hits the ground running as he sees the swarm running after him. Along the way, several others are in similar situations, dodging their approaching gangs and evading their photographs. As the spot rolls along, we see selfie-obsessed people and social posters galore.Finally, the hero arrives just outside his local bar, the gang waiting for him to move. He has an idea to remove his shoes and throw them to the crowd, which is wearing similar footwear, and run to the bar. As he joins the other two who had been chased, the action turns from black and white to color, from tense to happy as the text-over states: “A few friends are better than a few thousand followers. Here’s to the original social media.”Offline, Miller Lite will be practicing what it preaches by rewarding consumers who “unfollow us to the bar” with free beer. Miller Lite itself will be going dark on social media, too, taking two weeks off from posting and also debuting a limited-edition “dark” version of its classic white can to mark the occasion.CreditsClient: Miller LiteCMO: Michelle St. JacquesVice President – Miller Family of Brands Portfolio: Anup ShahMarketing Director: Courtney BryantSenior Marketing Manager: Alan BremerkampCreative Agency: DDB ChicagoChief Creative Officer, DDB Worldwide: Ari WeissChief Creative Officer, DDB Chicago: John MaxhamSVP, Group Creative Director: Myra NussbaumChief Production Office: Diane JacksonExecutive Producer: Keith JamersonAssociate Creative Director: Nick HowardAssociate Creative Director: Nick StonerSVP, Group Account Director: Kiska HowellAccount Director: Samantha HickeyChief Strategy Officer, DDB North America: Eric ZuncicChief Strategy Office, DDB Chicago: Tricia RussoSVP, Group Planning Director, Adam CrandallSenior Strategist: Jonathon PalmerSr Production Manager: Zoe GrubbeProduction Manager: Jillian EnglishTalent Manager: Chris QuinnDirector of Music: Alec SternSr Project Manager: Jen PolanProduction Company: Rattling StickDirector: Ringan LedwidgeDirector of Photography: Adam ArkapawPartner/Executive Producer: Joe BigginsExecutive Producer: Jeff ShupeLine Producer: Joey ZadwarnyEditorial: Work EditorialEditor: Rich OrrickAssistant Editor: Theo MercadoExecutive Producer: Marlo BairdProducer: Brian SharwathAudio Post: Sonic UnionSound Designer: Steve RosenSr. Producer: Pat SullivanVFX Post: BlacksmithVFX Super Iwan ZwartsCreative Director – Tom BussellExecutive Producer – Charlotte ArnoldProducer – Bindy St. LegerColor: BlacksmithColorist: Mikey PehanichMusic: Woodwork MusicComposer: Philip KayPR Agency: IFC NextMedia Agency: Connect