There will be a huge amount of discourse over the next week about who won the Super Bowl – and I’m not talking about the Seahawks or the Broncos (we all know it will be the Seahawks!). I’m talking about the millions (billions?) of dollars that will be spent on the Super Bowl commercials and which will be the one we all talk about Monday morning.
This amount of attention is good for our business – the focus on advertising and marketing is probably the highest of any time during the year. While the vast majority of us will never have the opportunity to create one of these – or if you are Newcastle, you make one without really even making one or even airing your ad during the big game.
If you haven’t seen their video, it's here - and then you will want to watch the ‘Behind the Scenes’ follow-up with Anna Kendrick here, and the one with Keshawn… and the focus group videos… and all the other videos that are all part of this very funny campaign. This is parody gold and it skewers the whole Super Bowl ad mania as well as calls out the one question I’ve been trying to figure out – will ANY of the ads make me buy their product if I am not already?
Newcastle cleverly avoids mentioning the name of the actual Sunday event, in a very overt way. The overall campaign is great, well coordinated and certainly pushes the suggestion of the viewer buying or drinking Newcastle Brown Ale.
This is a purely digital campaign as far as I can tell – meaning this won’t even air during the Super Bowl. Have we reached a point where an online campaign can eclipse the value and reach of the traditional methods? And more importantly, will this really raise sales of Newcastle by 20% as estimated in the focus group? I doubt it – I’m still not going to be drinking their beer tomorrow, or any time real soon, but I will positively remember their ad, the brand, and their innovative and hilarious campaign… maybe that’s enough.