Hoping to reclaim some of the Super Bowl success it saw last year when it unleashed its Mega Huge Trailer for its Mega Huge Football Game Ad and that hilarious Anna Kendrick thing, Newcastle Brown Ale is, again, hoping for non-broadcast internet success. Well, not entirely non-broadcast, but read on.
Working with Droga5, Newcastle launched Band of Brands, an industry-wide call for any and all brands to participate in a Super Bowl ad the brand will air regionally (the not entirely non-broadcast part).
The brand began with a video featuring actress and comedian Aubrey Plaza imploring brands, dead pan-style, to hook up with Newcastle for a collectively epic #BandofBrands Super Bowl advertising experience.
Then it decided to have Aubrey milk a cow to, you know, milk more money out of the industry in support of its Band of Brands effort:
That video achieved over 2 million views on YouTube along with over 1 million views, 11,452 likes, 860 comments and 2,226 shares on Facebook.
A few days later, the brand released the finished product, a veritable smorgasbord of car dealer-style awesomeness in which a couple, with increasing urgency and frequency, talk over one another in order to get all the brand mentions in before time runs out.
The brand even “crashed” this year’s Doritos Crash the Super Bowl effort with this entry:
The brand has placed all of the videos on its Facebook and Twitter pages, and Aubrey Plaza has placed hers on her Twitter page:
“.@Newcastle: Our big game ad is coming, but help yourself to a Newcastle while you wait. #BandofBrandshttps://t.co/51IhzEhWhJ” BANDOBRANDS — Aubrey Plaza (@evilhag) January 21, 2015
.@Newcastle needs more money to make a big game ad, mostly 'cause they blew it hiring me!!
Of the hilarity and frivolity, a Newcastle spokesperson said:
“It’s the most exciting, most jam-packed, most fiscally responsible big game ad ever,” Newcastle says. “It’s Newcastle’s Band of Brands big game ad, featuring 37 of the universe’s best brands … and a dental office in Pittsburgh.”
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