Newcastle Crashes Super Bowl with New Droga5 Work

Last year Droga5 came up with an ingenious plan to plug its dark ale client Newcastle without forking out an arm and a leg for one of the expensive in-game slots at the Super Bowl.

The campaign, consisting of a brilliant Mega Huge Football Game Ad (below) that was aired online and housed at website IfWeMadeIt.com, garnered plenty of online hits and media attention and has since become one of the standout marketing highlights from last year's event.

Following the work up would be a tough ask but Droga5 has risen to the challenge with the release of this year's offering.

Again taking a very original approach compared to traditional in-game slots, the agency has targeted a certain snack chip brand's (Doritos!) popular Crash the Super Bowl user-generated competition that sees the public attempt to win a slot at the event by submitting their own original ads.

The commercial, Chores (below), invites us into a couple's home where the male seeks out his unnamed branded snack chips. His partner suggests he check in a list of different places before he returns empty handed, but with a clean house in his tracks. In each shot of the 40-second spoof spot, Newcastle Brown Ale product and branding can be seen and the tongue in cheek concept is a great follow up to last year's success.

A behind the scenes film has also been released and offers humorous narration and explanation on the campaign admitting that the Newcastle will do anything to get an ad into the Big Game - except pay $4 million.

The commentary goes on to explain that the spot would have been great as an legitimate entry into the annual competition, if it wasn't for a long list of terms and conditions. In fact, it would have been "the best ad disguised as a different ad ever".