Newky Brown Ale Ambush Crashes The Doritos’ Big Game Ad Contest

Newcastle Brown Ale follows up last year’s ‘If We Made It’ Super Bowl ambush by crashing official snack partner Doritos 2015 consumer-created ‘Crash The Super Bowl’ campaign.


Newcastle Brown Ale says it’ll do anything to get an ad into the Big Game except pay the $4m fee – even hijack an official NFL partner’s activation campaign


So it’s latest activity is based around a new video that it claims to have entered into this year’s long-running, award-winning Doritos ‘Crash the Super Bowl’ contest (see previous case study) to try and get its marketing into the Super Bowl for free.


Newky Brown’s (fake) ‘Chores’ Doritos entry ad, made by Droga5 who were also behind last year’s Big Game ambush, is particularly bad and extremely amateurish.


So it fits in neatly with most of the other 4,900 consumer-helmed ‘Crash The Super Bowl’ entries.


It is choc-a-bloc full of blindly obvious (perhaps even tedious) Newcastle Brown Ale product placement: a beer ad dressed up a potato chip (crisp) spot.



In true contemporary online brand ad fashion, there is a even an accompanying, case study style ‘making of’ webfilm about the beer brand’s failed attempt to infiltrate a chip contest.



‘We had such a good time almost making that Huge Sports Match ad last year, we decided we’d stop at nothing to finally make our way into the Really Large American Football Contest in 2015. Even if we still can’t afford it,” explains a brand spokesperson.




Well, they say ‘advertising will eat itself’ and now it seems like it has done just that.


At least it is in keeping with Newcastle Brown Ale’s consistent heritage of eschewing standard marketing approaches and typical ad tactics for anti-advertising stunts and general silliness.


We have a feeling there is more Super Bowl silliness to come from the beer brand.




Newcastle Brown Ale YouTube



Newcastle Brown Ale Website



Droga 5 Website


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