Heineken USA recently recently outlined its 2012 marketing plans for Ad Age. Among the marketer's big pushes this year is the first national campaign for British brew Newcastle. The brand previously debuted interesting work under the "Taste the Lighter Side of Dark" tagline, but the new direction, out of Droga5 takes a "No Bollocks approach to marketing beer. TV ads directed by Smuggler's Ivan Zacharias take the piss out of traditional beer advertising. At first, they seem to be headed for the "highbrow" approach other brands have tried, but end up taking a humorous turn, calling out the B.S. In other words, beer is beer, man.

Print and outdoor also take the same tack, including one strategically positioned near one of its competitors.