Marketing Watch Newcastle beer's mock Superbowl ad with Anna Kendrick Add to ...

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The Globe and Mail |
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While British beer Newcastle Brown Ale is now owned by a big company, Heineken NV, it is a small brand with a small budget. Before the Super Bowl, when companies were spending roughly $4-million (U.S.) to air 30-second TV commercials, Newcastle produced a series of videos admitting it couldn’t afford to join the fun. Instead, it talked about the ad it would have made – implicitly mocking the over-the-top Big Game ads that air in the U.S. – featuring “battle apes,” robots and actress Anna Kendrick wearing only body paint. It released teaser trailers, videos of real focus groups reacting to its premise and a video with a crude storyboard version of its ad, as well as videos with Ms. Kendrick and former NFLer Keyshawn Johnson complaining about Newcastle backing out for lack of funds.

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