Newcastle : Behind the Scenes of 'Chores'

Brand Finds New Way to Hog Super Bowl Spotlight

Published On
Jan 07, 2015

Editor's Pick

So Newcastle doesn't come right out and say it, but it's clear from this new ad that the brand is crashing Doritos' popular "Crash the Super Bowl" contest in order to get its name out during Big Game season in this new ad via Droga5 New York. It makes like it's trying to get it into the Super Bowl via an unnamed "snack chip contest," clearly poking fun at Doritos' annual user-generated competition.

In the ad, a man gets "tricked" by his wife into doing chores as he goes in search for his (bleeped out) spicy chips -- the kind of broad humor typical of a Doritos competitor. Each scene, however, drops in bold plugs for Newcastle beer, from boxes of the brew to neon signs. Accompanying the new spot is a behind-the-scenes film drawing the joke out even further.

The move is a smart follow-up to last year's a spectacular non-appearance at the Bowl with the "If We Made It" campaign, featuring a bombastic fake teaser and online films starring Anna Kendrick and Keyshawn Johnson bemoaning their ads that never were.


Jan 07, 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
Chief Creative Officer :
Sally-Ann Dale
Head of Broadcast Production :
Ben Davies
Broadcast Producer :
David Cardinali
Broadcast Producer :
Bill Berg
Global Chief Strategy Officer :
Jonny Bauer
Head of Strategy :
Chet Gulland
Strategist :
Nick Maschmeyer
Social Strategist :
Rebecca Russell
Communications Strategist :
Kevin Wang
Group Account Director :
Dan Gonda
Account Director :
Nadia Malik
Account Manager :
Ashton Atlas
Senior Creative Director :
Charles Van Es
Brand Director :
Priscilla Dohnert
Brand Manager :
Brett Steen
Director :
Mike Long
Line Producer :
Jessica Bermingham
Director, Photography :
Brian Lannin
Editor :
Joseph Schulhoff

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