John Madden's Relationship With Beer

John Madden was an American football coach and sports commentator. He was also a well-known pitchman for Miller Lite beer, appearing in their commercials from 1980 until his death in 2021. Madden's image in the public eye was that of a bumbling but lovable personality, and he was instrumental in popularising light beer with male drinkers.

John Madden's Miller Lite ads

Madden's burly, no-nonsense image was a perfect fit for Miller Lite's "Tastes Great/Less Filling" campaign, which aimed to promote its lower-calorie beer to a male-dominated drinking public. The ads featured ex-athletes debating the merits of the beer, with Madden famously bursting through a TV screen to proclaim its greatness.

Madden himself was initially incredulous that appearing in a beer commercial could make him even more famous, but the ads proved to be a game-changer for both him and the brand. The ads were so successful that they led to further opportunities for Madden, including a career in broadcasting and his own video game series.

In 2016, Miller Lite brought back one of Madden's classic ads to promote the re-release of their original "Steinie" bottle. The ad was re-aired during an NFL game, with a new tag at the end stating, "the original light beer back in its original bottle."

Madden's association with Miller Lite is a testament to his versatility and impact beyond the world of football, and his image remains closely tied to the brand even decades later.

John Madden's career as a sports commentator

Madden's first position as a commentator was at CBS, where he worked alongside a variety of announcers, including Bob Costas, Vin Scully, and Dick Stockton. In 1981, he was paired with Pat Summerall, with whom he would form a 21-year partnership. Together, they called eight Super Bowls, more than any other broadcasting team in history. Madden's animated, long-form analysis and sudden interjections like "Boom!" endeared him to many viewers.

Madden's style of commentary was also punctuated by his use of the telestrator, a device that allowed him to superimpose his diagrams of football plays over video footage. His use of the telestrator helped to popularize the technology, which has since become a staple of television coverage of all sports.

Madden won 16 Sports Emmy Awards for his work as a commentator, and was inducted into the Pro Football Hall of Fame in 2006.

In addition to his work as a commentator, Madden also lent his name, voice, and creative input to the Madden NFL video game series, published by EA Sports/Electronic Arts. The series has consistently been a best-seller, and has even spawned TV shows featuring competition between players of the games.

John Madden's career as a football coach

John Madden was a highly successful football coach in the National Football League (NFL). He served as the head coach of the Oakland Raiders from 1969 to 1978, leading them to eight playoff appearances, seven division titles, seven AFL/AFC Championship Game appearances, and the franchise's first Super Bowl title in Super Bowl XI.

Madden's career as a football coach began in 1960 when he became an assistant coach at Allan Hancock College in Santa Maria, California. He was promoted to head coach in 1962 and led the team to an 8-1 mark in 1963, during which his Bulldogs were ranked 9th nationally among city colleges. This success led to him being hired as a defensive assistant coach at San Diego State in 1966, where he served through 1966.

In 1967, Madden was hired by Al Davis as linebackers coach for the AFL's Oakland Raiders, putting him in the Sid Gillman coaching tree. He helped the team reach Super Bowl II that season. A year later, after Raiders head coach John Rauch resigned, Madden was named the Raiders' new head coach, becoming the AFL/NFL's youngest head coach at the time at just 32 years old.

Madden's first Raiders squad went 12-1-1 in 1969 but lost to the Kansas City Chiefs in the American Football League Championship Game. This began a frustrating trend during his coaching career, as the Raiders would go on to lose six more AFL/AFC Championship Games. However, in 1976, the Raiders finally broke through, winning the Super Bowl against the Minnesota Vikings with a score of 32-14.

Madden retired from coaching in 1979, citing a troublesome ulcer and occupational burnout. During his ten seasons as head coach, he never had a losing season and compiled a record of 103 wins, the most in Raiders history. He holds the highest winning percentage among NFL head coaches who coached at least 100 games.

In addition to his coaching career, Madden went on to have a successful career as a sports commentator and video game developer, further solidifying his legacy in the world of football.

John Madden's aversion to flying

To minimize travel, Madden built Goal Line Productions in Pleasanton, California. Beginning in 1987, Greyhound Lines supplied him with a custom bus, dubbed the "Madden Cruiser," in exchange for advertising and speaking events. The coach-bus sponsors over the years included Walker Advantage Muffler and Outback Steakhouse. In 2018, Madden donated the original Madden Cruiser to the Pro Football Hall of Fame, where it was restored to its original condition.

Madden never did commentary for the Pro Bowl, which was held in Honolulu during his broadcasting career. He also never called any preseason game held outside of North America, even when his play-by-play partner was on the telecast. Madden found an unexpected use for his bus in New York City after the September 11, 2001 attacks, when he provided transportation for former ice-skating champion Peggy Fleming, whose flight home to Los Gatos, California, had been grounded.

John Madden's legacy

John Madden was a master of many trades. His accomplishments spanned decades, and his voice, name, and coaching affected countless lives across a wide spectrum of backgrounds and personalities. He was a gloriously successful NFL head coach, a trusted fountain of knowledge, and a man whose contributions to the announcing booth would have come off as corny or shameless if he didn't have the resume to back them up.

Madden was a legendary NFL coach, a highly successful and award-winning sports commentator, and the face of the hugely popular Madden NFL video game series. He was also a driving force that helped change the landscape of American beermaking.

Madden was the head coach of the Oakland Raiders from 1969 to 1978, leading them to eight playoff appearances, seven division titles, and seven AFL/AFC Championship Game appearances. He won the franchise's first Super Bowl title in Super Bowl XI and holds the highest winning percentage among NFL head coaches who coached at least 100 games. Madden also has the most wins as head coach in Raiders history.

After retiring from coaching, Madden became a color commentator for NFL telecasts from 1979 to 2009, winning 16 Sports Emmy Awards. He appeared on all four major American television networks, providing commentary for games broadcast by CBS, Fox, ABC, and NBC. Madden was inducted into the Pro Football Hall of Fame in 2006.

In addition, Madden lent his name, expertise, and commentary to the Madden NFL video game series, which became the best-selling American football video game franchise of all time.

However, one of Madden's most memorable contributions to popular culture was his role as a pitchman for Miller Lite beer. In 1980, he signed on with the brand and remains one of its most recognizable spokespeople, even though he hasn't appeared in a new ad in over 25 years. Madden was a credible and relatable figure who helped legitimize light beer, which at the time was seen as a pale imitation of traditional brews. His commercials were a massive success, and Madden became known as the "Miller Lite guy who breaks through the wall."

Madden's legacy is that of a true Renaissance man who excelled in multiple fields and left an indelible mark on the world of sports, broadcasting, video games, and even beer.

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