Newcastle Brown Ale does not have the $45 million dollar budget for a Super Bowl ad. What agency Droga5 NY did was pretend to enter a contest offered by a famous tortilla chip maker for amateur ads generated by consumers.
The ad's premise is that by inserting the Newcastle brand everywhere with a few mentions of chips, Newcastle to share the Super Bowl limelight. If selected, of course.
In lieu of spending Super Bowl budget for its campaign, Newcastle launched the spot on YouTube Wednesday.
A companion "behind-the-scenes" video breaks down the ad and details the reasons the ad was not selected.
Client: Heineken USA and Newcastle Brown Ale
Agency: Droga5 NY Creative Chairman: David Droga
Chief creative officer: Ted Royer
Group creative director: Scott Bell
Senior art director: Dan Kenneally
Senior copywriter: Ryan Raab
Chief creation officer: Sally-Ann Dale
Head of broadcast production: Ben Davies
Senior broadcast producer: David Cardinali
Broadcast producer: Bill Berg
Global chief strategy officer: Jonny Bauer
Head of strategy: Chet Gulland
Strategist: Nick Maschmeyer
Social strategist: Rebecca Russell
Communications Strategist: Kevin Wang
Group account director: Dan Gonda
Account director: Nadia Malik
Account manager: Ashton Atlas
Senior director, Portfolio Brands: Charles Van Es
Brand director: Priscilla Dohnert
Brand manager: Brett Steen
Production company: Droga5 Studios | Film
Director: Mike Long
Line producer: Jessica Bermingham
DP: Brian Lannin
Editorial: Droga5 AV
Editor: Joseph Shulhoff