Newcastle Unveils Its Smorgasbord of a Super Bowl Ad, Featuring 37 Different Brands

Something for everyone in regional spot

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.

CREDITS

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