Newcastle Brown Ale Gets Even More Honest

IDEA: Most brands are liars—fabulists, fabricators, tellers of half-truths and falsehoods, terrified of disclosing their real agenda (to take your money). In beer ads, the lies are legendary. The beer will get you the girl, make you cool, give you the best night of your life. All that, says Newcastle Brown Ale, is bullshit—or in the British brand's native slang, bollocks (conveniently, a more broadcast-friendly term). For its second year, Droga5 has fine-tuned its "No Bollocks" campaign for the brewer by taking the kind of pithy, comically frank one-liners it's honed on Facebook over the past year and building snappy, visually simple 15-second TV ads around them.