Droga5 Crashes Doritos’ ‘Crash The Super Bowl’ for Newcastle

By Erik Oster 

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