Hasta La Creative!

Droga5 takes the irreverent self-mocking schtick it developed with “If We Made It” for Newcastle to its logical conclusion in its latest ad kicking off the brand’s summer campaign, which hopefully signifies a change in direction from the agency in the future.

The foul-mouthed spot, developed from the insight that many avoid Newcastle Brown Ale fearing it is heavy or harsh only to laugh at the misconception later, features an array of converted naysayers. Each of these converts gives their reasons for avoiding Newcastle, such as “I used to think Newcastle was bitter” or “I thought Newcastle would taste heavy” before declaring themselves, “a dumb idiot,” “a big fucking idiot” or “a couple of ignorant assclowns” (with the expletives bleeped out, of course). The approach is jarring enough, but then Droga5 ends the spot with the line, “Brought to you by the dumb fucks that made this commercial,” preceded by the campaign’s tagline, “It’s Better Than You Thought.”

“We’ve found that because of Newcastle’s full, brown color, people sometimes think that it’s a heavy beer,” said Priscilla Flores Dohnert, brand director for Newcastle Brown Ale. “But they couldn’t be more wrong! Yes, it is full-bodied, but it’s also very smooth and refreshing. We made a video that helps bring that to life in a completely unsubtle, fun, Newcastle sort of way.”

The summer campaign will also include a revival of the brand’s celebration of “Independence Eve” and will be supported by instant redeemable coupons and mail-in rebates encouraging consumers to swap out their typical summer brew for a Newcastle Brown Ale.

After a quick attempt at entering Doritos’ “Crash The Super Bowl” competition, Droga5 began enlisting brands for Newcastle’s “Band of Brands” crowdsourced Super Bowl ad campaign, with help from Aubrey Plaza. Now, around a week after the last teaser with Plaza, the brand has revealed Droga5’s big game ad, featuring 37 different brands. The 60-second spot will run regionally in only one market: Palm Springs, California. But, like last year’s campaign, it’s sure to attract its share of attention online.

As you might expect, “Band of Brands” is a whirlwind of brand placement and big market advertising parody. Opening, appropriately enough, with a couple opening up some bottles of Newcastle, the ad manages to name drop Match and Armstrong Flooring in the first ten seconds. The pace only picks up from there as the ad gets more over-the-top and self-effacing about its brand references. At one point, the man looks at his watch and runs upstairs to pitch Charisma bedding, passing by a host of signs for other brands along the way. While the ad is basically the one joke we’ve been expecting from “Band of Brands” all along, it handles it entertainingly enough and the ad fits in well with the tone of the brand’s previous campaigns — even if it doesn’t have the staying power of last year’s “If We Made It.”

“Not only did we create the world’s first crowdfunded Big Game ad, but I’m pretty sure we just made the cheapest Big Game ad ever,” said Priscilla Flores Dohnert, brand director for Newcastle Brown Ale, in a statement. “By asking other brands to team up with our brand we are making a statement that Big Game advertising should be accessible to everyone, whether they can afford it or not.”

A Newcastle Brown Ale brincou com um teaser para o Super Bowl, lembrando que não vai veicular nada durante o intervalo do grande jogo, e nem sequer pode citar o termo “super bowl”.

Agora a marca traz a atriz Anna Kendrick contando como seria foi a sua quase participação nesse suposto comercial. Ela conta que nunca se imaginou como uma garota gostosa de publicidade de cerveja, mas estava pronta para o desafio de estrelar um comercial de um produto que nem sequer consome. E ainda ser paga pra isso.

No fim ela acaba xingando a Newcastle pela falsa promessa. A campanha continua no site IfWeMadeIt.com. Criação da Droga5.

Não é a primeira vez que acontece, mas é um bom exemplo de marca se aproveitando do hype do Super Bowl, sem precisar pagar os milhões de dólares pela veiculação.

Post originalmente publicado no Brainstorm #9
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