Dobler, known for such transgressions as punching Mean Joe Greene, spitting on a downed and injured opponent Bill Bergey, and kicking Merlin Olsen in the head, parodied his image in a Miller Lite beer commercial by getting a section of fans to argue the eternal question, "Tastes Great! Less Filling!" (Olsen got a measure of symbolic revenge by placing Dobler's name on a headstone in a scene from Olsen's TV series "Father Murphy"). NFL Films placed Dobler's conflicts with Bergey as #9 on the NFL Top 10 list of feuds.