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

Follow-up to 'If We Made It'

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