Newcastle Brown Ale launches its 'No Bollocks 2013' integrated campaign led by series of low-cost 15 second spots via Droga5, New York

Screen shot 2013-03-23 at 1.19.25 PM.jpgScreen shot 2013-03-25 at 6.44.33 AM.jpgScreen shot 2013-03-25 at 6.43.45 AM.jpgAs the No Bollocks beer brand, Newcastle Brown Ale is known for standing out in the category by being refreshingly honest. As other beers market to consumers with over-promises, gimmicks and jargon, Newcastle is dedicated to transparency in its efforts to sell more beer.

At the heart of the No Bollocks 2013 campaign, via majority Aussie-owned Droga5 New York, is a series of TV spots comprised entirely of still photo images intended to cut through the clutter of expensive, elaborate, overly-produced advertisements typical of the beer category. In lieu of the professional actors/models normally featured in beer ads, the spots feature real people drinking at real parties having a real good time (or a real bad time in some cases).

As part of the campaign, Newcastle Brown Ale also recently launched The Best Coaster in the World - the most socially connected coaster ever - during South By Southwest Interactive.

Unveiled as a no bollocks commentary on the multitude of "innovations" touted during the annual technology conference, the Best Coaster in the World has a presence on virtually every social media platform and is proudly presented by Newcastle Brown Ale as the most innovative beer innovation ever innovated. The coaster execution, like everything else in the campaign, offers a humorous and direct take on a category that is rife with bollocks.

VIEW THE GREAT TIMES SPOT
VIEW THE HAND SELECTED SPOT
VIEW THE BIG MACHINES SPOT
VIEW THE NO SOUND SPOT
VIEW THE OCEAN SPOT

Screen shot 2013-03-25 at 6.45.29 AM.jpgScreen shot 2013-03-23 at 1.26.37 PM.jpgScreen shot 2013-03-23 at 1.16.38 PM.jpgThe integrated campaign will roll out several more TV spots throughout the year and also features radio spots, in-bar posters, neon signs, coasters and tap handles.

Agency: Droga5, New York
Creative Chairman: David Droga
Executive Creative Directors: Ted Royer and Nike Studzinski
Copywriter: Ant White
Art Director: Karen Land

Editor: Gary Knight of Cut+Run

7 Comments

Low budget said:

But so much more memorable than the other over priced cliched beer TV spots.
Loved them.

Made from beer said:

Nice, but also shows how good (and influential) the Made from Beer campaign actually is.

Deja View said:

Nice work Aussie Ant.
Even if one ad rips blindly the Carlton Draught, 'Hand Crafted with Big Machines' outdoor from the original Made from Beer campaign.

John Smith said:

Before Made From Beer there was a very famous and long running beer campaign in the UK called 'No Nonsense' for John Smith's Bitter.

If there's any ripping off going on here I suggest it started with that work.

Hmmm said:

"No bollocks" is simply not something that a person from Newcastle would ever say.
Unless, perhaps, they were referring to a eunuch.

Jim said:

I absolutely love the brass horn jingle and cannot get it out of my head.

Tru Brit said:

Do they truly not understand what the term 'Bollocks' actually means in the UK...maybe they would think twice if they did.....lol

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