Newcastle 'Crowdsources' Local Super Bowl Ad
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Newcastle Brown Ale, which last year pretended to create a Super Bowl TV, might actually do one this year — albeit it on a regional, not national, level.
The Heineken USA-owned brand today announced a new campaign called “Band of Brands” that is aimed at producing the “first-ever crowdfunded Big Game ad” by teaming with other brands. “In exchange for a small contribution, any brand can join Newcastle’s team and have its logo and messaging featured in an actual Big Game spot,” the brand said in a statement.
The effort, by Droga5, is the latest play by Newcastle to mock conventional advertising techniques with snarky videos that often star celebrities. The “Band of Brands” campaign was launched today with a video starring “Parks and Recreation” star Aubrey Plaza. In the spot (above) she says, “We can help your brands sell tons of whatever the (bleep) your brands sell,” adding that “football is a team sport, now advertising is, too.”
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