CreativityNewcastle Begins Ambush of This Year’s Super Bowl by Crashing the Doritos CampaignFollow-up to 'If We Made It'By Tim Nudd|January 7, 2015 ShareBy Tim Nudd|January 7, 2015 Share You might remember Newcastle Brown Ale's antics around last year's Super Bowl—a little stunt from Droga5 called "If We Made It" that imagined what a Newcastle Super Bowl ad might have looked like if they could have afforded one. The whole thing went pretty well, to say the least. Given that success, Newcastle obviously had to screw with this year's game, too. And so it begins its 2015 Super Bowl ambush with the video below—in which the brewer, which still doesn't have $4 million lying around, pretends to crash a certain "Crash the Super Bowl" contest by a certain unnamed snack maker (OK, Doritos), so that it can get on the Super Bowl for free. Newcastle's fake Doritos ad, also made by Droga5, is amusingly bad—which frankly is a step up from some of the actual Doritos finalists, which are short on the amusing part. It's full of stupidly obvious Newcastle product placement, in keeping with the brand's ethos of undercutting typical marketing tactics. There's even a case study (see below) about the "failed attempt to infiltrate a snack chip contest." "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," the brand tells us. It's a bit of a convoluted premise—Newcastle's meta anti-advertising stunts often have a kind of pretzel-like structure to them. But the brand confirms there's more silliness to come in the next few weeks, so it should be fun to see what else they have in store. CREDITS Client: Newcastle Brown Ale Campaign: Newcastle: Chores. A beer ad disguised as a snack chip ad. Title: Chores 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 Adweek Adweek