Newcastle Brown Ale 'Call for Brands' by Droga5

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Newcastle Brown Ale 'Call for Brands' by Droga5.
Newcastle Brown Ale 'Call for Brands' by Droga5.

The Heineken beer brand wants to help other brands in their Super Bowl advertising -- so other brands can help Newcastle

Newcastle is asking for some help in funding its Super Bowl ad. The Heineken-owned beer brand is requesting contributions from other brands in exchange for a place in an actual Big Game spot.

The digital campaign, created by Droga5, features "Parks and Recreation" star Aubrey Plaza. The video begins by parodying common tropes in Super Bowl ads, such as cowboys, dogs and manufacturing. In her signature deadpan style, Plaza cuts in and explains the mutual benefit for the beer brand and other brands.

Newcastle is accepting submissions on newcastlebandofbrands.com until Jan. 19. The logos will then be arranged in what Newcastle says will be Super Bowl XLIX's "most cluttered, bonkers ad."

This is the second year that Newcastle "couldn't afford" a Super Bowl ad, having enlisted Anna Kendrick to poke fun at marketing circus around the event last year.

The beer brand regularly pushes back against advertising tropes in its category through its marketing. Droga5's Ted Royer told Campaign US in a video interview, "We are blessed there is a neverending amount of fodder in the marketing world for us to make fun of."

Campaign credits

Client: Heineken USA, Newcastle Brown Ale
Agency: Droga5
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Group Creative Director: Scott Bell
Senior Art Director: Dan Kenneally
Senior Copywriter: Ryan Raab
Junior Art Director: Martins Zelcs
Junior Copywriter: Bryan Stokely
Head of Design: Rich Greco
Designer: Mark Yoon
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Senior Broadcast Producer: David Cardinali
Director of Integrated Production: Dianne Richter
Production Business Manager: Matt Friday
Head of Interactive Production: Niklas Lindstrom
Interactive Producer: Ranee Kumar
Associate Director of Technology: Keath Chan
Technical Lead: Joachim Do
Senior Interactive Developer: Jim Alexander
Interactive Developer: Phillip Pastore
Quality Assurance Lead: Cory Savary
Quality Assurance Engineer: Yadira Isaac
Junior Designer: Jeff Kardos
Head of Strategy: Chet Gulland
Strategist: Nick Maschmeyer
Social Strategist: Rebecca Russell
Communications Strategist: Kevin Wang
Group Account Director: Dan Gonda
Account Director: Nadia Malik
Account Manager: Ashton Atlas
Project Manager: Bill Wilson
Senior Director, Portfolio Brands: Charles Van Es
Brand Director: Priscilla Dohnert
Brand Manager: Brett Steen
Production Company: CAVIAR Content
Director: Ruben Fleischer
Executive Producer: Jasper Thomlinson
Executive Producer: Luke Ricci
Line Producer: Geoff McLean
DP: Jonathan Sela
Production Designer: Craig Reynolds
Editorial: The Cutting Room
Editor: Chuck Willis
Assistant Editor: Greg Ryan
Managing Partner: Susan Willis
Executive Producer: Melissa Lubin
Sound Mixing: Walter Bianco
Finishing: Light of Day VFX

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