Hasta La Creative!

On Monday, we posted Miller Lite’s new national TV spot, featuring a handful of fan photos selected from some 180,000 gathered through the immensely successful #ItsMillerTime hashtag campaign.

Now, with impeccable timing, Newcastle is here to call bollocks on the whole idea.

The British brewer, known for its anti-marketing marketing, just launched its own hashtag campaign, #NewcastleAdAid, in which it’s also asking for fan snapshots—and promises to use the wonders of Photoshop to turn them into really shoddy-looking ads.

Why the sudden embrace of low-cost user-generated content? Because it blew its marketing budget on celebs for the Super Bowl and the Fourth of July.

“Newcastle recognized it needed more ‘engaging social content’ to keep all of its new followers interested, but this lazy branded content wasn’t going to make itself,” the brand tells AdFreak. “Newcastle definitely is not the first brand to ask fans to post photos on social media to ‘build a stronger community’ and whatnot, but Newcastle definitely is the best at turning those photos into into obvious, exaggerated, poorly executed ads.”

Here’s the pitch video from Droga5, running on Twitter and Facebook:

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