UPDATE: Advertising Age has confirmed that backers of Newscastle's "crowdfunded" Super Bowl ad -- really a regional buy during the game, backed by a crowd of other brands that want a share of the stunt -- now include Krave Jerky, Jockey, Brawny, Match.com and Polished Dental.
Newcastle Brown Ale has found some takers for its "crowdsourced" Super Bowl TV ad, a regional buy during the game that will include other marketers' logos and messaging -- if they pitch in and help pay.
Brands including Boost Mobile, Beanitos, Sharper Image, Armstrong Floor and McClure's Pickles have agreed to participate in the so-called "Band of Brands" effort, the Heineken-owned brand said Friday on Twitter.
Newcastle is blocked from airing a national TV ad during the game because Anheuser-Busch InBev holds exclusive beer advertising rights. But the brand has secured some local air time during game's broadcast on Feb. 1 on NBC and is recruiting other brands to star in the ad and help pay for it.
Brands began confirming their participation in tweets.
Other brands are expected to sign up. A Newcastle spokesman declined to comment on the other partners. "For a strikingly large variety of reasons, most of which have to do with a strikingly large number of brand lawyers, I cannot comment on or confirm anything other than those that have been announced publicly," he said.