Aubrey Plaza and Newcastle Want a Ton of Small Brands to Buy a Super Bowl Ad Together

Because what could go wrong?

Headshot of Tim Nudd

Newcastle Brown Ale keeps finding new and interesting ways not to appear on the Super Bowl. This year it's already tried crashing the Doritos contest (sort of). And now it's gotten Aubrey Plaza on board to introduce a truly, audaciously stupid idea: getting small brands everywhere to all go in on a Super Bowl spot together.

"Instead of blowing Newcastle's marketing budget, let's team up to blow all of our marketing budgets!" the 30-year-old Parks and Recreation star says in the video below about Newcastle's so-called "Band of Brands" idea.

Because what could be more compelling for any brand than to share 30 seconds of airtime (price tag: $4.5 million) with 20 or 30 other brands?

Interested parties should head to, where you can, according to Plaza, "find out how our brand can help your brand help our brand, most importantly."

@nudd Tim Nudd is a former creative editor of Adweek.