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
Editor's Pick
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 Match.com, 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 Adage.com.
Credits
- Date
- Jan 12, 2015
- Brand :
- Newcastle
- Client :
- Newcastle
- 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 :
- Caviar
- 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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