Last year, Droga5 lampooned the over-the-top Super Bowl ad for Newcastle with “If We Made It,” which imagined a ridiculous ad featuring “giant robots, skateboarding cats and bikini babes.” Now, Droga5 has unveiled a spiritual successor of sorts with “Chores,” presumably the brand’s submission to Doritos’ “Crash The Super Bowl” competition.
The ad continues Droga5’s trend of skewering big marketing tactics for the brand, as they pile on overly obvious Newcastle product placement. Mentions of Doritos are either bleeped out, or done in generic terms, as in the line, “I cleaned the whole basement and didn’t find any serious crunch or bold nacho flavors down here.” In fact, the whole premise of the ad — a man searches for a bag of Doritos and finds nothing but bottles of Newcastle — is a gleefully exaggerated take down of this type of advertising. It’s an amusing approach, even if it doesn’t quite live up to its predecessor. But this may just be the beginning, as more is expected from the brand in the weeks leading up to the Super Bowl.
“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,” Newcastle told Adweek.
Stick around for some “behind-the-scenes” footage after the jump.
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