‘Tis the season for every advertiser’s most anticipated event: the Super Bowl. Or should we say Super Bowl commercials? The 30-second spots are the pride and joy of many secluded creatives at big-name agencies. And nearly all of America looks forward to the tradition of overly-clever ads.
Newcastle is continuing a tradition of its own: not advertising during the Super Bowl. Instead, their antics are more akin to creating an “anti-Super Bowl” ad. You may recall their after-the-fact promotion last year featuring Anna Kendrick as the scorned star cheated out of her shining moment in a beer commercial. This year, Newcastle has come up with a new underhanded way of achieving Super Bowl publicity – without shelling out the required $4 million.
The beer brand created a video staged as an entry to the Doritos commercial contest. In the clip though, Newcastle beer was more prominent than the chips. A man goes from room to room completing various chores in search of his Doritos (which are bleeped out, but still incredibly obvious). The video ends when he discovers his wife on the couch eating his Doritos and drinking Newcastle beer.
The commercial itself is of poor quality. In fact, it is so bad it’s good. After all, it is supposed to be user-generated right? The best part is the behind-the-scenes version of the ad where a British narrator shares the intentions driving the video’s artistic choices. These include a script Doritos execs can’t resist (“I didn’t find any serious crunch or bold nacho flavor!”), Latin background music (to give it that authentic feel), and a hyper-dramatic joke at the end to wrap it up. The only problems were minor, like the Newcastle logo and the actual alcohol products, as well as the fact that the video was 30 seconds too long and two months too late for submission.
It’s too bad. We would have definitely voted for that Newcastle – oops, we mean Doritos – ad.