Newcastle Brown Ale have gone early in the SuperBowl advertising buzz stakes and maintained their maverick streak by producing a couple of new spots that pokes fun at the approach other brands take to try to steal the limelight at this marquee event.
One is a blatant attempt to infiltrate the Doritos User Generated Video competition. The other is a call for other companies to help fund the Newcastle Brown Ale Superbowl campaign as they can't afford the $4.5 million asking price of the airtime.
Despite crying the poor tale, they've obviously spent a pretty penny on these well-executed gems to try to generate as much coverage and noise well in advance of the big day. It's a smart move to go early and whip up PR in the calm before the storm.
It's refreshing to see a beer brand with balls making mischief and being irreverent in a category which is increasingly losing its edge and falling under the dangerous spell of bland lifestyle advertising.
Good on Droga5 for publicly taking the piss with this work.