Newcastle Brown Ale Takes Aim at Super Bowl Excess
Actress and singer Anna Kendrick has racked up an impressive string of triumphs: Oscar, Golden Globe and Screen Actors Guild nominations for her performance in "Up in the Air;" a starring role in the hit film "Pitch Perfect;" and most recently with her 2013 triple-platinum single, "Cups." But she will never get the chance to play what might have been her greatest role yet: the lead in an epic, Big Game spot for Newcastle Brown Ale.
It's too bad Newcastle doesn't believe in spending millions on a Mega Huge Football Game ad because it would have been amazing. Instead, Kendrick and football legend Keyshawn Johnson are taking center stage in a tongue-in-cheek marketing effort dubbed "If We Made It" that pokes fun at the ridiculous excess, overused schtick and over-the-top antics found in traditional Big Game commercials.
Newcastle may not be making the ad, but fortunately fans will be able to see all the trailers, storyboards, focus groups and behind-the-scenes interviews with Kendrick and Johnson at www.IfWeMadeIt.com. There also will be fresh content posted in real-time on the day of the Big Game.
"We think the formula for creating the most epic Big Game commercial of all time is pretty simple, but when it comes down to it, we'd rather have people drink our beer while watching other companies' ads," said Charles van Es, senior brand director for Newcastle Brown Ale. "And to be honest, we don't really have the money or permission to advertise on the game either."
What did the world miss when Newcastle decided to keep its focus on making great beer instead of spending millions on making outlandish ads? Giant robots, beach babes and crazy celebrity cameos -- as well as Kendrick starring as Hot Party Girl #1 and Johnson voicing a skateboarding cat.
"It's a shame Newcastle didn't have the budget to actually produce and air this ad. I was really looking forward to a huge paycheck for doing no real work at all," said Anna Kendrick. "Indie cred from award-winning films is great and all, but I can't buy a new car with indie cred."
"Newcastle asked me to be in its Big Game ad, and I wish they would've made it, because I truly believe it would've been the greatest football-related thing I've ever done," said Keyshawn Johnson. "For years, I've dreamed of voicing a skateboard-riding cat in a beer commercial, and thanks to Newcastle, I nearly achieved that oddly specific goal."
Fans can join in on the fun at www.IfWeMadeIt.com or by following Newcastle on Facebook and Twitter, where they'll find a variety of humorous content related to the astonishing Big Game ad that would have blown the world's mind -- everything except the ad, of course.
The program was created in partnership with Droga5 and is part of Newcastle's long-running "No Bollocks" campaign, which takes a lighthearted, no-nonsense, honest approach to marketing by shining a light on the silly, stale and sometimes deceptive clichés often found in beer advertising.
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Creative Director: Scott Bell
Art Director: Dan Kenneally
Copywriter: Ryan Raab
Head of Integrated Production: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Executive Broadcast Producer: Matt Nowak
Production Assistant: Goldie Robbens
Production Assistant: Heather Black
Chief Strategy Officer: Jonny Bauer
Group Brand Strategy Director: Tom Naughton
Senior Brand Strategist: Matt Gardner
Digital Strategy Director: Dan Neumann
Digital Strategist: Nick Maschmeyer
Group Account Director: Dan Gonda
Account Director: Tori Magill
Account Manager: Brett Schneider
Client: Heineken USA / Newcastle Brown Ale
Senior Director Portfolio Brands: Charles Van Es
Brand Director: Quinn Kilbury
Brand Manager: Brett Steen
Integrated Campaign Production: Droga5
Post production & audio: Droga5
Lead Editor: Matt Badger
Editor: Kellan Davidson
Live Action Production Company: SMUGGLER
Director - Anna Kendrick: Behind the Scenes: Randy Krallman
Director - Keyshawn Johnson: Behind the Scenes: Sniper Twins
Interactive Production Company: Caviar Digital
Creative Director: Falk Eumann
Technical Director: Sun Komen
Senior Art Director: Tom Keane
Designer: Laura Tool
Interaction Designer: Anne Streef
Development Lead: Ralph Kuijpers
Head of Digital Production: Bas Schutte
Producer: Chelsie Machado
Executive Producer: Dieter Lebbe
Category: Alcoholic Beverages , Beers