What are you doing this Fourth of July? Maybe you’re going to start your day with a parade or participate in a neighborhood barbeque. Either way, most Americans will end their holidays with a fireworks show later that night. But Newcastle Beer doesn’t care whether you’re running around with an American flag or lounging by the pool on the Fourth. Advertisers for the British beer are encouraging us to celebrate what they consider as the real holiday: July 3rd, Independence Eve.
In this new spot starring Stephen Merchant, Newcastle highlights why “Great Britain 2” would be so much better than the good ol’ USA. We would have classier swear words, lawyers with wigs that demand respect, and royal family members that “do the tough jobs no one else wants to do.” Forget apple pie, we could be eating mushy peas and drinking tea! Merchant points out that celebrating Great Britain’s loss is akin to shooting off fireworks after your girlfriend breaks up with you; it just doesn’t make sense. We should be grabbing a Newcastle beer and contemplating what could have been.
This clever twist on Fourth of July is a risky campaign for Newcastle Beer. But while Nike’s animated gamble in their World Cup video paid off, Newcastle wondered whether Americans would get the joke. On a day where Americans become even more American, it can be difficult to sell a British beer. Newcastle’s advertising agency Droga5 decided rather than tackling the celebration of the Stars and Stripes, they would introduce a new drinking holiday and make themselves the center of it. Using the same “what-if” kind of thinking as their almost-Super Bowl commercial , Newcastle Beer gives us a reason to celebrate two days in a row. Newcastle is hoping that this Independence Day, Americans will raise a Newcastle beer to the accents we could have had.