While Millions Give Up Alcohol This Month, Christopher Walken Introduces 'Damp January'

Christopher Walken's legendary just got even more legendary.

The iconic actor is spearheading Miller Lite's "Damp January Club," a new campaign encouraging you to "Just say yes" during the dreariest, least social month of the year.

Walken stars in three hilarious commercials that serve as a powerful counterpunch to "Dry January," when millions of Americans give up alcohol for a month to detox. It started with one person in the UK, and it took off like fire. But in doing so, many inevitably miss out on socializing with friends and strangers.

Enter Walken.

The 82-year-old's hypnotizing, yet suave, pitch is simple: grab a beer, see your friends, and let the legendary moment unfold.

Walken Says 'Ditch the Apps'

The launch spot shows a man at a bar, too busy doom-scrolling to jump on the opportunity after he's caught the eye of a woman.

Instead of walking over to her to strike up a conversation, the man keeps his head buried in his phone. Enter Walken, who mysteriously appears beside him and implores him to do better.

"Don't just like somebody on the app," he says. "Like them in real life."

Walken then hands the man Miller Lites and encourages him to say hello and spark a real-life connection. 

'Ditch Going Home'

A man strolls through the park and turns down an invitation to join a game of softball because he's got to get home.

Walken, again, appears out of nowhere and encourages him to forget going home and to just "live a little."

This campaign airs later this year.

'Just Say Yes'

In the final commercial, a man gets a text while he's taking a train ride. He's invited to an outing but he says to himself, "Nah, I'm not going."

Walken appears next to him and convinces him, "Yes, say yes. Or not. Sleep. When you're my age."

This campaign also airs later this year.

Want a Keg?

Miller Lite's Damp January Club will launch several consumer activations throughout the year, "designed to push back on the anti-social habits defining today."

To celebrate the new club, Miller Lite will debut the chance to win "The Dampest Keg Ever," a delightfully undersized keg that is smaller than a pony keg, but larger than a 40-ounce.

It's designed to fill at home for lighter pours, longer hangs, and more room at the table.

"For more than five decades, Miller Lite has been part of people’s favorite memories," said Sofia Colucci, Chief Marketing Officer, North America, Molson Coors Beverage Company, in a statement. "This platform is about inspiring the next generation of legendary moments by encouraging people to say yes to plans and enjoy the simple moments that bring us together. This is just the start -- throughout the year, you'll see big new creative work like this that champions beer and connects to clear consumer insights, not just from Miller Lite but our full portfolio of brands."