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LOS ANGELES VitroRobertson’s outdoor effort for Newcastle Brown Ale tackles the perception that dark brews go down rough.
The work is tagged “Smooth like no other” and debuts Aug. 15. Images include a coiled snake and a golf swing.
Tom Carroll, managing supervisor of the San Diego-based agency, declined to disclose the budget, but characterized the push as “the biggest outdoor effort we’ve ever had and the largest spend.” Newcastle spent $2 million on ads last year, per Nielsen Monitor-Plus.
K.T.
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