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.