Newcastle : Big Machines

Droga5 is back with a campaign that tells it like it is

Published On
Mar 20, 2013

Editor's Pick

Tradition and heritage have long been the two pillars supporting overblown beer advertising. And in that space, Droga5 has helped Newcastle stand out with "No Bollocks," a campaign that last year took out the B.S. in beer-vertising with a series of spots that slyly poked fun at what other brewers do in this space.

Now, the agency's back with a new effort continuing the theme, featuring a series of 15-second TV spots that use still photography to show the reality of beer drinking -- you're gonna piss it out anyway, and you might drink it when you feel like total crap.

Another spot in the campaign talks about how the beer started off being totally crafted by hand, but considering the realities of modern life, is now crafted in giant factories. There is also a print element that includes a typographically-unfortunate neon sign, plus coasters and in-bar signs that try to take all the "bollocks" out of the the equation.


Mar 21, 2013
Client :
Brand :
Agency :
Chairperson :
David Droga
Executive Creative Director/Production :
Ted Royer
Executive Creative Director/Production :
Nik Studzinski
Copywriter :
Ant White
Art Director :
Karen Land
Photographer :
Paul McGeiver
Head of Integrated Production :
Sally-Ann Dale
Agency Producer :
Sarah Frances Hartley
Art Producer :
Maggy Lynch-Hartley
Vice President, Marketing :
Matt Kahn
Brand Director :
Charles Van Es
Production Company :
Webber Represents
Photographer :
Jenny Heuston
Photographer :
Magdalena Wosinska
Photographer :
Mark Peckmezian
Photographer :
Scott Pommier
Photographer :
Will Mebane
Photographer :
Peden& Munk
Photographer :
Jane Mcleishkelsey
Photographer :
Chris Searl
Editorial :
Cut + Run
Editorial :
Gary Knight
Assistant Editor :
Stacy Peterson
Post Production :
The Mill
Colorist :
Fergus McCall
Smoke Artist :
Jeff Robins
Sound Director :
Sonic Union
Mixer :
David Papa

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