MILLER'S HORRENDOUS MISTAKE EXAMPLE OF HOW LITTLE WE KNOW.

I'm not writing this column to gloat. Honest.

No, I'm writing this column to voice the very real concern that Miller Brewing Co.'s debacle with its utterly stupid, ill-conceived and (most important) wasteful advertising campaign for Miller Lite will deliver a devastating blow to the forces of progress in the advertising industry.

My first fear is that marketers will draw the wrong lesson from the Miller ads and conclude that any attempt at humor and entertainment won't work. Of course that's not true, but the entertainment part of the ads needs to make a valid selling point about why consumers should buy the product.

The Miller commercials' only …