- Joe DiMaggio, the New York Yankees baseball legend, who appeared in a series of ads over twenty years for Mr Coffee and Miller Lite died on Monday aged 84.
The former Yankee outfielder became Mr Coffee's spokesman in 1974, 23 years after his baseball career had ended and he continued to appear in ads off an on until five years ago.
DiMaggio, who was once married briefly to Marilyn Monroe, was the first retired sports star to begin appearing regularly in ads and his success helped pave the way for what is now a popular strategy.
He began working with Miller Brewing in 1975 and appeared in mock debates over whether the beer's appeal was because it was "less filling" or "tastes great".'
Like many advertisers until then Miller had only used sports stars when their careers were still producing success on the field.
DiMaggio also appeared in commercials for the Bowery Savings bank in New York.