It’s not uncommon to see a group of friends out for drinks, sitting in proximity to each other but miles away in cyberspace, their faces lit up by the glow emanating from thin, rectangular slabs.

Smartphones and social media have created persistent connections to the rest of the globe, perhaps at the expense of personal, physical relationships. Or at least Miller Lite thinks so, and the theme of their latest “It’s Miller Time” campaign invites beer drinkers to take a break from social media and get some IRL engagement with friends.