‘No Bollocks’ Newcastle Brown Ale film launched
Beer brand Newcastle Brown Ale are continuing their “no bollocks” campaign with the launch of the latest in a series of films – miners.
The 40 second black and white clip has been designed by Droga5 NY and is intended to poke fun at the concept of “heritage” branding by enlisting a group of salt of the earth types to shill beer.
Explaining the concept a creative from Droga5 said: “Quite often ads don’t tell the whole truth, or twist the truth to their benefit. But when you’re a beer from Newcastle, England, where the people are always direct and honest, you do things a little different.
“You tell it like it is.
“In this campaign, we poke holes in everything most beer companies hold sacred. Newcastle’s heritage, its founder, hometown and brewing process are all fair game. As is the entire beer category at large.
“In fact, as part of the launch we take aim at Stella’s “Chalice” campaign with strategically placed outdoor boards. The outdoor boards call bollocks on Stella’s claim, “It’s not a glass, it’s a ‘Chalice’” with the line, “Who uses the word ‘Chalice’?””
The integrated campaign will also feature in bar posters, neon signs, coasters, tap handles and commercials filmed with director Ivan Zacharias.