Newcastle just released its "Band of Brands" regional Super Bowl commercial, and it turns out Jockey, Boost Mobile, Lee Jeans, Brawny and Match.com are among the recognizable brands—along with some lesser-known ones—who are sharing the cost of the ad in exchange for a mention in it.
Jockey is a particularly notable cameo, since, like Newcastle, it's a Droga5 client. If Jockey signing up was a favor to its agency, it was a worthwhile one—the briefs get a less-brief appearance (close-up product shot!) than many of the brands here.
The creative approach is amusing, too, with a couple racing around their house, trying to make every brand's pitch in time—sometimes cutting each other off in mid-sentence, as the house gets cluttered and things get desperate.
Unlike last year, when Newcastle punked the Super Bowl with the brilliant "If We Made It" campaign, the brewer is actually buying time in regional markets to air a version of this spot.
"It's the most exciting, most jam-packed, most fiscally responsible Big Game ad ever," Newcastle says. "It's Newcastle's Band of Brands Big Game ad, featuring 37 of the universe's best brands … and a dental office in Pittsburgh."
Here's the full list of brands:
AmeriMerch.com, AprilUmbrellas.com, Armstrong Flooring and Ceilings, Beanitos Chips, Blettner Engineering, Boost Mobile, Brawny Paper Towels, Charisma, Detroit Beard Collective, District 78, Dixie, East End Leisure Co., Gladiator GarageWorks, Hello Products Oral Care, Hunt's Tomatoes, JackThreads, Jockey, Kern Group Security, Kibo Active + Leisure Wear, Krave Jerky, Las Vegas, Lee Jeans, Match.com, McClure's Pickles, Mr. Cheese O's, Newcastle Brown Ale, Polished Dental, Quilted Northern, Quinn Popcorn, Rosarita Beans, RO*TEL, Second Chance Custom, Sharper Image, Tessemae's All-Natural Dressings, The Ross Farm, Vanity Fair Napkins, YP.com and Zendure Batteries.
Client: Newcastle Brown Ale, Heineken USA
Senior Director, Portfolio Brands: Charles Van Es
Brand Director: Priscilla Dohnert
Brand Manager: Brett Steen
Campaign: "Band of Brands"
Agency: Droga5, New York
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Group Creative Director: Scott Bell
Senior Art Director: Dan Kenneally
Senior Copywriter: Ryan Raab:
Junior Art Director: Martins Zelcs
Junior Copywriter: Bryan Stokely
Head of Design: Rich Greco
Designer: Mark Yoon
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Senior Broadcast Producer: David Cardinali
Director of Integrated Production Business Affairs: Dianne Richter
Production Business Manager: Matt Friday
Head of Interactive Production: Niklas Lindstrom
Interactive Producer: Rainy Kumar
Associate Director of Technology: Keath Chan
Technical Lead: Joachim Do
Senior Interactive Developer: Jim Alexander
Design Technologist: Phillip Pastore
Quality Assurance Lead: Cory Savary
Quality Assurance Engineer: Yadira Isaac:
Junior Designer: Jeff Kardos
Global Chief Strategy Director: 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
Project Manager: Bill Wilson
Production Company: Caviar Content
Director: Ruben Fleischer
Executive Producers: Jasper Thomlinson, Luke Ricci
Line Producer: Geoff McLean
Director of Photography: Jonathan Sela
Production Designer: Craig Reynolds
Editing: The Cutting Room
Editor: Chuck Willis
Assistant Editor: Greg Ryan
Managing Partner: Susan Willis
Executive Producer: Melissa Lubin
Sound Mixing: Walter Bianco
Finishing: Light of Day VFX