Newcastle Brown Ale Takes Aim at Super Bowl Excess

Actress and singer Anna Kendrick has racked up an impressive string of triumphs: Oscar, Golden Globe and Screen Actors Guild nominations for her performance in "Up in the Air;" a starring role in the hit film "Pitch Perfect;" and most recently with her 2013 triple-platinum single, "Cups." But she will never get the chance to play what might have been her greatest role yet: the lead in an epic, Big Game spot for Newcastle Brown Ale. 

It's too bad Newcastle doesn't believe in spending millions on a Mega Huge Football Game ad because it would have been amazing. Instead, Kendrick and football legend Keyshawn Johnson are taking center stage in a tongue-in-cheek marketing effort dubbed "If We Made It" that pokes fun at the ridiculous excess, overused schtick and over-the-top antics found in traditional Big Game commercials.

Newcastle may not be making the ad, but fortunately fans will be able to see all the trailers, storyboards, focus groups and behind-the-scenes interviews with Kendrick and Johnson at www.IfWeMadeIt.com. There also will be fresh content posted in real-time on the day of the Big Game.

"We think the formula for creating the most epic Big Game commercial of all time is pretty simple, but when it comes down to it, we'd rather have people drink our beer while watching other companies' ads," said Charles van Es, senior brand director for Newcastle Brown Ale. "And to be honest, we don't really have the money or permission to advertise on the game either."

What did the world miss when Newcastle decided to keep its focus on making great beer instead of spending millions on making outlandish ads? Giant robots, beach babes and crazy celebrity cameos -- as well as Kendrick starring as Hot Party Girl #1 and Johnson voicing a skateboarding cat.

"It's a shame Newcastle didn't have the budget to actually produce and air this ad. I was really looking forward to a huge paycheck for doing no real work at all," said Anna Kendrick. "Indie cred from award-winning films is great and all, but I can't buy a new car with indie cred."

"Newcastle asked me to be in its Big Game ad, and I wish they would've made it, because I truly believe it would've been the greatest football-related thing I've ever done," said Keyshawn Johnson. "For years, I've dreamed of voicing a skateboard-riding cat in a beer commercial, and thanks to Newcastle, I nearly achieved that oddly specific goal."

Fans can join in on the fun at www.IfWeMadeIt.com or by following Newcastle on Facebook and Twitter, where they'll find a variety of humorous content related to the astonishing Big Game ad that would have blown the world's mind -- everything except the ad, of course.

The program was created in partnership with Droga5 and is part of Newcastle's long-running "No Bollocks" campaign, which takes a lighthearted, no-nonsense, honest approach to marketing by shining a light on the silly, stale and sometimes deceptive clichés often found in beer advertising.

Credits

Video

Agency: Droga5 NY

Creative Chairman: David Droga 

Chief Creative Officer: Ted Royer 

Creative Director: Scott Bell

Art Director: Dan Kenneally 

Copywriter: Ryan Raab

Head of Integrated Production: Sally-Ann Dale

Head of Broadcast Production: Ben Davies 

Executive Broadcast Producer: Matt Nowak 

Production Assistant: Goldie Robbens 

Production Assistant: Heather Black

Chief Strategy Officer: Jonny Bauer

Group Brand Strategy Director: Tom Naughton

Senior Brand Strategist: Matt Gardner

Digital Strategy Director: Dan Neumann 

Digital Strategist: Nick Maschmeyer

Group Account Director: Dan Gonda 

Account Director: Tori Magill

Account Manager: Brett Schneider

Client: Heineken USA / Newcastle Brown Ale

Senior Director Portfolio Brands: Charles Van Es 

Brand Director: Quinn Kilbury

Brand Manager: Brett Steen

Integrated Campaign Production: Droga5

Edit: Droga5

Post production & audio: Droga5

Lead Editor: Matt Badger 

Editor: Kellan Davidson

Live Action Production Company: SMUGGLER

Director - Anna Kendrick: Behind the Scenes: Randy Krallman 

Director - Keyshawn Johnson: Behind the Scenes: Sniper Twins

Website

Interactive Production Company: Caviar Digital

Creative Director: Falk Eumann 

Technical Director: Sun Komen

Senior Art Director: Tom Keane 

Designer: Laura Tool

Interaction Designer: Anne Streef 

Development Lead: Ralph Kuijpers

Head of Digital Production: Bas Schutte 

Producer: Chelsie Machado

Executive Producer: Dieter Lebbe