Miller Light "Man's Up"

So this commercial came out a couple of years ago, but I remember that they came out with a few different commercials with this theme of "Man Up" and have a Miller Lite. Obviously, their challenge is to be able to compete with other brands specifically bud light. The objective that Miller Lite is trying to achieve is to position Miller Lite as a light yet tasty beer in the mind of the consumer. I really liked these commercials even though they may come across as a little bold by calling out their target audience (mainly 21-35 year old men) for not being too "girly" to order a Miller Lite but I like it because they used humor to help get across their message. The SMP for this ad, I thought, was that if you use a "carry-all", you aren't ready for a Miller Lite. It's a manly alternative to a "light" beer, but you get more taste instead of a mediocre light beer. Miller Lite came out with several other commercials like this that have the same theme as I mentioned earlier. For example, they have one where instead of a man using a purse, he think skinny jeans is a good look. Same message where it seems like guys are doing girly things and when they become a man, to try Miller Lite. Immediately after watching this commercial, I stopped knitting and ran to the bar to get a manly Miller Lite...so MAN UP!