Newcastle Brown Ale poikes hilarious fun at user-generated content in its latest campaign, which asks consumers to send in their most boring, mediocre photos to be turned into ads. The video for the campaign boasts "We can turn any photo, no matter how boring, into an ad to sell Newcastle" and goes on to explain that the the reason for this is that it blew its ad budget on "paying celebrities to pretend to drink our beer" (a reference to its earlier campaigns starring the likes of Anna Kendrick). People are asked to post their"mediocre photos" on social media using the hashtag #NewcastleAdAid until August 22 and, the brand tells them, if you're lucky, "we'll exploit your photo."

The campaign, by Droga5, is a clear dig at rival beer brands' use of selfies and customers photos (Miller Lite recently launched a campaign using just those, collected from its #itsmillertime campaign). Plus, from its faux-Yorkshire accent in the voiceover, to its cynical remarks about selling beer, it also cleverly continues the brand's positioning as the "anti-marketing" beer -- as seen in its Superbowl ambush ads and offering people a $1 bribe to follow it on Twitter.