Anna Kendrick lines up for Newcastle’s Mega Huge Football Game Ad via Droga5, New York
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 via Droga5, New York.
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.
And then, view the ad Newcastle made to prepare you for the ad they didn’t make.
Droga5 ECD Ted Royer told CB: “Trailers and ads for Super Bowl are everywhere, so Newcastle is making fun of the ridiculous ad mania right now. It got to the top lists for teasers and it doesn’t even have an ad in the Super Bowl.”
Says Charles van Es, senior brand director for Newcastle Brown Ale: “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. 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.
Says Kendrick: “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. Indie cred from award-winning films is great and all, but I can’t buy a new car with indie cred.”
Says Johnson: “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. 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.
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
11 Comments
Smart. I like it.
An ad for advertising people. We really do have our heads firmly stuck up our rectums, don’t we?
well said.
Look like D5 has finally made the big league.
Recycling old crap and pumping out PR to pro-D5 sites to drum up excitement.
We believed in you Big D.
Not your PR.
Think the Super Bowl spot is a firmly established part of pop culture.
Great idea, great execution.
and it’s Made from beer.
What has this got to do with anything??
I gave it 5 seconds before I got bored and stop watching. An ad about making ads. That will sell ads. I mean… Beer?
@ouch, @Self indugent s**** cr*p said…you misunderstand the market that this work is intended for. everyone in the u.s. knows that all the major brands spend big at super bowl time – it’s not just agencies and ad people who recognize that. it’s the one time of the year when the public are advertising literate. having said that, i don’t think this is as hilarious as some people think. smart, yes. witty, yes. but to me it’s simply not that amazing.
No goals kicked here
Seems like a pretty water-tight case study to me. InBev have an exclusive deal with the Super Bowl preventing any other beer for advertising during it. So Newcastle decided not to make a super bowl ad.
Guarantee this will pick up come Cannes.
And it’s funny as heck.
The trailer with the v/o and supers is kinda boring after a while. The one with the story boards are a little funnier. The focus group is funny and the anna kendricks bit is great.
Funny as hell. Famous actress taking the piss against Superbowl lockout is brilliant. The Football player one is marvelous but the focus group is especially brilliant. Don’t get a single negative comment on this site.
Sad but people have axes to grind I suppose. I love it.