Miller Lite's long-running "Tastes Great!...Less Filling!" advertising campaign was ranked by "Advertising Age" magazine as the eighth best advertising campaign in history. The campaign was developed by the advertising agency McCann-Erickson Worldwide. In the prime of the campaign, television commercials typically portrayed a Lite Beer drinker noting its great taste followed by another who observed that it was less filling. This usually led to a parody of Wild West saloon fights in which every patron got involved in the dispute for no real reason, though in this case it was always a shouting match, and blows were never thrown. The commercials were closed with a voice-over from actor Eddie Barth, who read the slogan, ""Lite Beer from Miller: Everything you've always wanted in a beer. And less.""