Newcastle: Believe

Newcastle calls out the B.S. in beer advertising.

Published on Mar 30, 2012

Editor's Pick

Heineken USA recently recently outlined its 2012 marketing plans for Ad Age. Among the marketer's big pushes this year is the first national campaign for British brew Newcastle. The brand previously debuted interesting work under the "Taste the Lighter Side of Dark" tagline, but the new direction, out of Droga5 takes a "No Bollocks” approach to marketing beer. Print work and TV ads directed by Smuggler's Ivan Zacharias take the piss out of traditional beer advertising. At first, they seem to be headed for the "highbrow" approach other brands have tried, but end up taking a humorous turn, calling out the B.S. In other words, beer is beer, man.

Print and outdoor also takes the same tack, including one strategically positioned near one of its competitors.

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Mar 30, 2012
Droga5 New York
David Droga
Executive Creative Director:
Nik Studzinski
Executive Creative Director:
Ted Royer
Ivan Zacharias
Production Company:
Group Creative Director:
Kevin Brady
Associate Creative Director:
Scott Bell
Senior Art Director:
Dan Treichel
Head of Integrated Production:
Sally-Ann Dale
Executive Producer:
Ben Davies
Director, Strategy:
Tom Naughton
Vice President, Marketing:
Colin Westcott-Pitt
Brand Director:
Charles Van Es
Brand Manager:
Gwendolyn Boyce
Director, Photography:
Jan Velicky
Brian Carmody
Patrick Milling Smith
Executive Producer:
Alison Kunzman
Nick Landon
Filip Malasek
Editorial Company:
Post Production:
The Mill - New York

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