Newcastle Brown Ale has created a Super Bowl campaign complete with storyboards, focus groups, trailers, and even famous celebrities headlining it, except that this is an ad that will never air.
The If We Made It campaign, which pokes fun at the cheesy and over-the-top ads that usually air during the Big Game, is basically all about the Mega Huge Football Ad that Newcastle supposedly would have made if they had the money and permission to advertise during the Super Bowl.
Newcastle Brown Ale senior brand director Charles van Es said,
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.
The beer brand tapped actress and singer Anna Kendrick and football legend Keyshawn Johnson to be part of the campaign as the celebrities who were supposed to star in the ad. Kendrick and Johnson were supposedly cast as a Hot Party Girl and as the voice of a skateboarding cat, respectively, but then people will never see them play these characters.
The ad will never air but people will be able to view fresh content on the day of the Big Game at the campaign website. Visitors to the website will also be able to view the trailers, focus groups, storyboards, and the behind-the-scene interviews with Kendrick and Johnson.
In the interviews, Kendrick said,
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.
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.
The campaign was created with Droga5 and is part of Newcastle’s “No Bollocks” campaign, which approaches marketing in a light-hearted way by highlighting the silly clichés in beer ads.
Check out the teaser for the trailer below.
The clips below are behind-the-scenes interviews with Anna Kendrick and Keyshawn Johnson.
Source: Market Wired
Images: If We Made It