Newcastle : Believe

Newcastle calls out the B.S. in beer advertising.

Published On
Mar 30, 2012

Editor's Pick

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. Print work and 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 takes the same tack, including one strategically positioned near one of its competitors.

Credits

Date
Mar 30, 2012
Brand:
Newcastle
Client:
Newcastle
Agency:
Droga5-New York
Chairperson:
David Droga
Executive Creative Director:
Nik Studzinski
Executive Creative Director:
Ted Royer
Director:
Ivan Zacharias
Production Company:
Smuggler
Group Creative Director:
Kevin Brady
Associate Creative Director:
Scott Bell
Senior Art Director:
Dan Treichel
Head of Integrated Production:
Sally-Ann Dale
Executive Producer:
Ben Davies
Director, Strategy:
Tom Naughton
Vice President, Marketing:
Colin Westcott-Pitt
Brand Director:
Charles Van Es
Brand Manager:
Gwendolyn Boyce
Director, Photography:
Jan Velicky
Partner:
Brian Carmody
Partner:
Patrick Milling Smith
Executive Producer:
Alison Kunzman
Producer:
Nick Landon
Editor:
Filip Malasek
Editorial Company:
Robota
Post Production:
The Mill - New York

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Project Type