via adweek.com
Newcastle Brown Ale, which didn't buy airtime in Sunday's Super Bowl but is doing a wonderfully silly campaign about how it almost did, rolled out more content from Droga5 this week—including the hilarious endorsement below by Anna Kendrick.
Just like last week's Newcastle trailer was the year's best Super Bowl teaser, Kendrick's performance will surely be the funniest among this year's celebs.
Newcastle has done a lot of great stuff around this faux Super Bowl campaign, including a brilliantly self-mocking native ad on Gawker as well as bogus focus-group videos and another endorsement video starring Keyshawn Johnson.
"It seemed like the obvious thing we had to do, and unfair to the world
if we didn't," Newcastle brand director Quinn Kilbury said of the Super
Bowl ambush. "The Super Bowl is great. The game is amazing, everyone
loves the game. But it's become much more about marketing in some ways,
and the over-the-top ridiculousness that surrounds it. I saw a lot of
that when I was doing the real Super Bowl marketing stuff over at Pepsi,
so it's close to my heart, and it is a little ridiculous sometimes. For
a brand that likes to poke fun at marketing, we had to poke fun at
Super Bowl marketing at some point."
He added: "The brief to Droga5 was, essentially, hijack the
conversation around Super Bowl marketing. We had a couple of ideas, but
essentially that was it. At first I think we saw doing something around
the game itself, but then we thought if you're going to do the Super
Bowl, or the Super [Bleep], as we're calling it, you have to be true to
the whole marketing show. You have to treat the commercial like it's a
$100 million blockbuster."
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