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 of 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. Read more about the new campaign on Adage.com.

The move is a smart follow-up to last year's 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.