Ad Bowl: Newcastle Continues Anti-Super Bowl Campaign Strategy.

Adam Deardurff, Senior Director, Strategy

Last year's If We Made It campaign was applauded by fellow marketers and the public that experienced it. And the Anna Kendrick spot landed on many people's top 10 commercial list.

In 2015, Newcastle is continuing its mockery of budget-blowing advertisers with another ambush marketing campaign called Band of Brands. Launching mid-January, a YouTube video was released that pokes fun at a few of the things we’ve come to expect to see in a Super Bowl ads – American cornfields, deep dramatic voiceovers, cuddly puppies and good looking country men.

Oh yeah, and a celebrity - Aubrey Plaza, in all her sarcastic glory.

Without a TV buy the campaign was quickly picked up by USA Today, Adage and Adweek to name a few. But most of the momentum is generated through and social posts, mainly through Twitter using hashtag #BandofBrands So far there has been a great turnout of other brands that want to participate including all categories like Armstrong, JackThreads, Lee Jeans and Brawny to name a few.

Newcastle has now been able to capitalize on social equity of all the brands that are associating themselves with the campaign. At Mindstream Interactive, we can’t wait to see what happens when all of these brands unite, but give a big hat’s off to Newcastle.

If it’s anything like last year, Band of Brands will serve as another great example of how smart use of the online space and social media can create just as much buzz as a $4.5 Million spot (or more).

That’s all for our preview – see you after the big game!




Adam Deardurff

Adam Deardurff Senior Director, Strategy