Newcastle is continuing its Super Bowl-campaign-without-a-Super Bowl-ad, begun last week in a teaser for a commercial that would never be made, by posting a video of Anna Kendrick complaining about how the brand promised her a Super Bowl commercial but backed out.
The "Twilight" and "Pitch Perfect" actress says in the video that she was surprised she got the call. "I don't think of myself as like beer-commercial babe hot, you know?" she says. "I mean I'm hot but like approachable-hot. Like the hottest girl in your improv class-hot."
Agencies on the campaign include Droga5 for creative and Fast Horse for PR and MediaVest for media. Newcastle is using paid media including promoted tweets and a Facebook video buy to make sure it gets views, much as real Super Bowl advertisers do -- minus the $4 million in air time plus production costs.
Anheuser-Busch InBev is the Super Bowl's exclusive beer advertiser and plans five commercials during the game.