Newcastle Begins Ambush of This Year’s Super Bowl by Crashing the Doritos Campaign

Follow-up to 'If We Made It'

Headshot of Tim Nudd

You might remember Newcastle Brown Ale's antics around last year's Super Bowl—a little stunt from Droga5 called "If We Made It" that imagined what a Newcastle Super Bowl ad might have looked like if they could have afforded one.

The whole thing went pretty well, to say the least.

Given that success, Newcastle obviously had to screw with this year's game, too. And so it begins its 2015 Super Bowl ambush with the video below—in which the brewer, which still doesn't have $4 million lying around, pretends to crash a certain "Crash the Super Bowl" contest by a certain unnamed snack maker (OK, Doritos), so that it can get on the Super Bowl for free.

Newcastle's fake Doritos ad, also made by Droga5, is amusingly bad—which frankly is a step up from some of the actual Doritos finalists, which are short on the amusing part. It's full of stupidly obvious Newcastle product placement, in keeping with the brand's ethos of undercutting typical marketing tactics. There's even a case study (see below) about the "failed attempt to infiltrate a snack 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," the brand tells us.

It's a bit of a convoluted premise—Newcastle's meta anti-advertising stunts often have a kind of pretzel-like structure to them. But the brand confirms there's more silliness to come in the next few weeks, so it should be fun to see what else they have in store.


Client: Newcastle Brown Ale

Campaign: Newcastle: Chores. A beer ad disguised as a snack chip ad.

Title: Chores

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Group Creative Director: Scott Bell

Senior Art Director: Dan Kenneally

Senior Copywriter: Ryan Raab

Chief Creation Officer: Sally-Ann Dale

Head of Broadcast Production: Ben Davies

Senior Broadcast Producer: David Cardinali

Broadcast Producer: Bill Berg

Global Chief Strategy Officer: Jonny Bauer

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

Client: Heineken USA, Newcastle Brown Ale

Senior Director, Portfolio Brands: Charles Van Es

Brand Director: Priscilla Dohnert

Brand Manager: Brett Steen

Production Company: Droga5 Studios | Film

Director: Mike Long

Line Producer: Jessica Bermingham

DP: Brian Lannin

Editorial: Droga5 AV

Editor: Joseph Schulhoff

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: January 7, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT