Best of 2015 No. 3 Integrated/IX: Newcastle and Aubrey Plaza Ask Other Brands to Chip in for Super Bowl Ad

Beer Brand Leverages the Sharing Economy With Latest Ambush Move

Published On
Jan 12, 2015

Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

At No. 3 in Integrated/IX, we weren't sure how Newcastle Brown Ale and Droga5 were going to follow their fantastic Super Bowl ambush of 2014 starring Anna Kendrick and Keyshawn Johnson, but they managed to deliver with this totally outrageous integrated effort that called upon other brands to join the brew in a single ad that would run during the game. Ultimately, 37 brands, including, McClures Pickles, Sharper Image and Las Vegas Tourism jumped in for the crowdsourced spot, which ended up airing in single market, Palm Springs, California.

Original Story:

Newcastle Brown Ale and Droga5 clearly are going all-out in their 2015 Super Bowl ambush with yet another ad hoping to break into the big game with the help of other brands. Last week, they crashed Doritos' popular "Crash the Super Bowl" contest with this parody film, and today, they've launched a new effort inviting other brands to pitch in and get an ad in the game together.

The "Band of Brands" campaign includes this film starring "Parks and Recreation" actress Aubrey Plaza. In it, she mocks all the predictable moves that the game's official beer sponsor, Anheuser-Busch, has become known for -- playing with a puppy, kissing a hunky cowboy -- before calling other brands to partake in the "sharing economy" to join Newcastle in paying for a group Super Bowl ad. The film directs viewers -- and big game wannabe brands -- to the accompanying site, where they can sign up to be a part of the Band of Brands ad.

Read the full story on Newcastle's Band of Brands on


Jan 12, 2015
Brand :
Client :
Agency :
Droga5-New York
Chairperson :
David Droga
Chief Creative Officer :
Ted Royer
Group Creative Director :
Scott Bell
Senior Art Director :
Dan Kenneally
Senior Copywriter :
Ryan Raab
Junior Art Director :
Martins Zelcs
Junior Copywriter :
Bryan Stokely
Head of Design :
Rich Greco
Designer :
Mark Yoon
Chief Creative Officer :
Sally-Ann Dale
Head of Broadcast Production :
Ben Davies
Broadcast Producer :
David Cardinali
Director, Integrated Production :
Dianne Richter
Business Manager :
Matt Friday
Head of Interactive Production :
Niklas Lindstrom
Interactive Producer :
Ranee Kumar
Associate Director, Technology :
Keath Chan
Technical Lead :
Joachim Do
Senior Developer :
Jim Alexander
Interactive Developer :
Phillip Pastore
Quality Assurance Lead :
Cory Savary
Quality Assurance Engineer :
Yadira Isaac
Junior Designer :
Jeff Kardos
Head of Strategy :
Chet Gulland
Strategist :
Nick Maschmeyer
Social Strategist :
Rebecca Russell
Communications Strategist :
Kevin Wang
Project Manager :
Bill Wilson
Client :
Heineken USA Newcastle Brown Ale
Senior Director, Portfolio Brands :
Charles Van Es
Brand Director :
Priscilla Dohnert
Brand Manager :
Brett Steen
Production Company :
Director :
Ruben Fleischer
Executive Producer :
Jasper Thomlinson
Executive Producer :
Luke Ricci
Line Producer :
Geoff McLean
Director, Photography :
Jonathan Sela
Production Designer :
Craig Reynolds
Editorial :
The Cutting Room
Editor :
Chuck Willis
Assistant Editor :
Greg Ryan
Managing Partner :
Susan Willis
Executive Producer :
Melissa Lubin
Sound Mixing :
Walter Bianco

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Project Type