No Bollocks: Newcastle Brown Ale launches new US advertising campaign via Droga5 New York

Screen shot 2012-04-03 at 7.57.35 AM.jpgNewcastle Brown Ale today launched a new US advertising campaign titled 'No Bollocks'.

The campaign marks the first time Newcastle has invested in national TV ads, created by the brand's new agency of record, majority Aussie-owned Droga5 New York. Shot on location in Newcastle, England, the ads examine the brand's story, including its history, the glassware and the brewmaster.

The "No Bollocks" campaign launches with national TV spots beginning on April 2. The media mix includes digital and in-bar advertising, and the campaign will also influence on-premise elements, events, social media and PR activities.


 

VIEW THE BREWER SPOT
VIEW THE SCHOONER GLASS SPOT
VIEW THE SCHOONER BELIEVE SPOT
Screen shot 2012-04-03 at 8.19.41 AM.jpgScreen shot 2012-04-03 at 8.19.56 AM.jpgScreen shot 2012-04-03 at 8.20.14 AM.jpgScreen shot 2012-04-03 at 8.20.27 AM.jpgScreen shot 2012-04-03 at 8.20.46 AM.jpg"With this campaign we are going to be very honest with our consumers. Our guys know it when they are marketed to, so we believe it's time for a beer brand to give it to them straight, just like their best mates would do," said Charles van Es, brand director, Newcastle Brown Ale.

"The people of Newcastle, England - Geordies - don't take themselves too seriously, love a good joke, and most importantly, they tell it like it is. Our ads celebrate these traits by using a no-nonsense approach, where we are not over promising anything."

"Newcastle Brown Ale speaks for itself with these spots, by communicating authentically about the brand's heritage. We're also giving our drinkers more credit - and we believe they can handle the truth," said Aussie expat David Droga, founder and creative chairman of Droga5.


Agency: Droga5 New York
Creative Chairman: David Droga
Executive Creative Directors: Ted Royer / Nik Studzinski
Group Creative Director: Kevin Brady
Associate Creative Director: Scott Bell
Senior Art Director: Dan Treichel
Head of Integrated Production: Sally-Ann Dale
Executive Producer: Ben Davies
Strategy Director: Tom Naughton
Group Account Director: Nick Phelps
Account Manager: Lauren Solomon

Production Company: Smuggler
Director: Ivan Zacharias
DOP: Jan Velicky
Partners:  Patrick Milling Smith, Brian Carmody
Executive Producer: Allison Kunzman
Producer: Nick Landon

Editorial:Robota
Editor: Filip Malasek


Post Production: The Mill NY
Executive Producer: Sean Costelloe
Producer: Rachel Stones
Colorist: Fergus Mccall
Flame: Gavin Wellsman

Music: Sonofind Music
Sound: Nylone
Mixer: Dave Robertson
 
Client: Newcastle Brown Ale                 VP Marketing, Dos Equis, Newcastle, Amstel: Colin Westcott-Pitt
Brand Director, Newcastle Brown Ale: Charles Van Es
Brand Manager, Newcastle Brown Ale: Gwendolyn Boyce

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