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

| | 35 Comments

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.

 

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