Newcastle Brown Ale: The Best Non-Commercial at the Super Bowl

BradFriedman
Brad Friedman President, The Friedman Group, LLC

Posted on February 4th 2014

Newcastle Brown Ale: The Best Non-Commercial at the Super Bowl

There's a lot of chatter today about Newcastle Brown Ale and its video spoof with actress Anna Kendrick.

Super Bowl advertising costs about $4 million for a 30-second spot during the Super Bowl that attracts around 100 million viewers every year. Newcastle Brown Ale is being talked about for the marketing genius that was "A Commercial That Wasn't Made."

Newcastle launched a video titled "Behind the scenes of the mega huge football game ad Newcastle Brown Ale almost made." The tag line was:

Go behind the scenes of the Mega Huge Football Ad Newcastle Brown Ale almost made with the mega huge celebrity who almost starred in it. See more at http://www.IfWeMadeIt.com

The premise of the video was that if Newcastle had the money, they would have made an ad to be shown during the playing of the Super Bowl. Anna Kendrick, while having her hair brushed by a stylist, rants about the brand's last minute cancellation of her Super Bowl commercial.
 
Ms. Kendrick says: “I was really excited to make a Super Bowl commercial with Newcastle but it turns out they don’t even have the money or the permission to make a Super Bowl commercial. They can’t even say the word Super Bowl."
 
“I was surprised that I even got offered the part. Because I don’t think of myself as beer commercial babe, you know? I mean, I’m hot, but like, approachable hot, like the hottest girl in your improv class hot. Like hot to the kind of guys that feel bad for calling a girl hot. Like beer commercial hot, am I beer commercial hot?"
 
Later she adds: “We were like days away from the shooting and they called me to say they didn’t have any money. It’s disappointing, you know, I was really looking forward to the paycheck."
 
The video concludes with Anna storming out of the room as a crew member puts a six-pack in front of the camera.

The piece went viral on the internet. As of this writing 4,391,393 people had viewed the video and it was talked about on Twitter and television shows like "Today."

Part of the brilliance of the non-commercial was that it also intended to drive viewers to a website they developed in conjunction with the ad called ifwemadeit.com where after entering your age you're taken to "The mega huge website we could afford for the mega huge football game ad we couldn't afford." Here, one views "The Underwhelming storyboard Newcastle made for the overwhelming mega huge football game ad we didn't make."

This could be the best Super Bowl ad that was never made.

BradFriedman

Brad Friedman

President, The Friedman Group, LLC

Brad Friedman is a “Recovering Attorney” living in Denver, Colorado. In 2010, Mr. Friedman parlayed his passion for technology and his business, legal and marketing savvy into the creation of The Friedman Group, LLC. Brad has developed a group of highly skilled people to work with individuals and businesses to develop strategies that enhance their online presence and engage clients, prospects and referral sources through the power of inbound and social media marketing.

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Comments

Avtar Ram Singh
Posted on February 4th 2014 at 10:57AM

Always helps when Conan O'Brien endorses your ad for you! 

BradFriedman
Posted on February 4th 2014 at 11:53PM

That certainly doesn't hurt!