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 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.
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.