Newcastle “IfWeMadeIt”
The Super Bowl. It’s the largest sporting event in America, attracting 100 million viewers. It’s also the largest marketing event in America, where Super Bowl commercials are treated like blockbuster films, with trailers, celebrity cameos and multimillion-dollar budgets. But Newcastle Brown Ale didn’t have the money or contractual permission to make a Super Bowl ad, or even use the words “Super Bowl.”

So we decided to hijack the game and call bollocks on Super Bowl advertising tactics with an integrated campaign about the epic Super Bowl ad Newcastle could’ve made. Just like any overhyped Super Bowl ad, we went all out, releasing teasers, trailers, behind-the-scenes interviews with our would-be stars and even a mega cheap storyboard of our ad. On game night, we showed other brands how to make their ads more epic, by tweeting our own cheap storyboard parodies of their expensive commercials seconds after the real ads aired.
Two weeks before the super bowl:
The teasers and trailers that launched the campaign
Just like any overhyped Super Bowl ad, we launched ours with a trailer.
And a teaser for our trailer. And more teasers.
Behind the scenes
We followed up with behind-the-scenes interviews with the big
stars who would’ve earned big paychecks to be in our big game ad.
Actual focus groups react to our mega huge ad
Then we showed our storyboards to genuine focus groups
and released a film of their genuinely confused reactions.
The underwhelming storyboard
Finally, we released the mega cheap storyboard version
of what would’ve been our mega expensive ad.
SUPER BOWL SUNDAY
how we would have made other brands’ ads
into mega huge football game ads
On game night, we showed other brands how to make their ads more epic, by tweeting our own cheap
storyboard parodies of their expensive commercials seconds after the real ads aired.
GoDaddy's Bodybuilding Ad
MEGA HUGE BODY BUILDER AD
JAGUAR’S VILLAINS AD
MEGA HUGE VILLAINS AD
WONDERFUL PISTACHIOS STEPHEN
MEGA HUGE POLITICAL SATORIST AD
CHOBANI’S BEAR AD
MEGA HUGE YOGURT BEAR AD
DORITOS FINGER CLEANER AD
MEGA HUGE FINGER CLEANER AD
GODADDY’S QUITTING AD
MEGA HUGE QUITTING AD
TRANSFORMERS TRAILER
MEGA HUGE ROBOT MOVIE TRAILER AD
HUB AND SOCIAL PRESENCE
We launched the campaign with our hub that housed all of our content. We also had a big presence on
Twitter, YouTube, and made custom posts with Reddit and Gawker.
RESULTS AND PRESS
1 Billion Media Impressions
600 Organic Media Placements
Made Most Top 10 Super Bowl Ad Lists,
Without Running On The Super Bowl
    - FEATURED ON CONAN, ENTERTAINMENT TONIGHT
    AND THE TODAY SHOW
    - #1 TRENDING TOPIC ON FACEBOOK TWO DAYS
    IN A ROW



“Did newcastle just trump budweiser with
its anti-super bowl ad?”
“Anna Kendrick’s new “non-Super Bowl” Super
Bowl commercial for Newcastle Brown Ale is
pure genius. like truly hilarious.”