Droga5 Challenges Newcastle Fans to Make Its Ads for Them

By Patrick Coffee 

Droga5 knows user generated content. It also knows that UGC doesn’t have the best reputation in the ad world.

We almost feel like this new spot calling on Newcastle fans to submit their “mediocre” photos to create the brand’s upcoming ads is aimed at both cynical tweeters and ad creatives themselves.

Here’s the official description of the campaign:


“We love social content. Especially when you make it for us. Join us on Twitter (Twitter.com/Newcastle) and Facebook (Facebook.com/Newcastle), submit your photos with the #NewcastleAdAid tag between now and August 22, and we may make your photo into an ad (and we won’t have to pay for stock photography).”

The company’s brand director plays along, telling Marketing Daily:

“Newcastle spent a significant portion of its marketing budget on celebrity talent…Everyone knows user-generated content is a just ploy to get fans to do our work for us, and we’re just calling it like it is.”

We can’t imagine Stephen Merchant being all that expensive, but you will almost certainly be amused by the blatant mediocrity of some of the featured submissions after the jump.

And here are some credits.

Newcastle Ad Aid:: Digital Credits List

Client: Newcastle
Campaign: “No Bollocks”
Title: “Newcastle Ad Aid

Creative Chairman David Droga
Chief Creative Officer Ted Royer
Group Creative Director Scott Bell
Junior Copywriter Bryan Stokely
Junior Art Director Martins Zelcs
Chief Creation Officer Sally­Ann Dale
Digital Strategy Director Dan Neumann
Digital Strategist Nick Maschmeyer
Social Strategist Rebecca Russell
Group Account Director Dan Gonda
Account Director Nadia Malik
Associate Account Manager Rebecca Charap
Associate Broadcast Producer Goldie Robbens
Editor Matt Badger

Client Heineken USA

Brand Director Quinn Kilbury
Brand Manager Brett Steen