Newcastle Might Win The S**** B*** Ad Championship With An Ad It Didn't Make And Can't Afford To Buy

from the game-that-must-not-be-named dept

The end of the NFL football season is upon us, which brings on a familiar competitive scene that all Americans will be watching with anticipation. Big names competing for the spotlight of glory, battling against one another in a free for all that will have commentators chirping even weeks after it's over. I'm talking, of course, about the advertising campaigns unleashed during the game that nobody is allowed to talk about, thanks to the NFL's lawyers. Hell, even some of these very commercials like to poke fun at the overbearing trademark-i-ness of the NFL's signature game.

Still, as a group that's long believed in the concept that advertising is content and content is advertising, it's sometimes difficult to see the way forward when it comes to winning the advertising war for the (small-case) big game. Production budgets have to be huge just to be in the running. The competitive landscape is enormous. Even some of the spots that required the most amount of effort fall flat on their faces compared to a couple of talking frogs. So how does a relatively small company win?

Well, according to the makers of Newcastle Brown Ale, you take a page out of 80's movie history and decide that the only way to win is to not play at all. That appears to be the concept behind Newcastle's non-campaign that's all about the commercial spot they were totally going to make, but didn't want to spring for. Oh, and they make fun of the NFL's trademark nature on top of it. For instance:


An ad about an ad they didn't make but want you to test market? And it's funny? A good start, but one clever spot ain't going to do it. Good thing Newcastle decided to make a bunch of content around this idea, including celebrities talking about how awesome their voiceovers were going to be, or footage of fake market testing for an ad they never made.


Now, this would be the appropriate moment to mention that the only disclosure I have to make about the relationship between myself and Newcastle is how much I dislike their Brown Ale. Seriously, I would rather stay sober during an all-night expose on the physics behind paint peeling than drink that beer. But that's a matter of taste (on both counts) and it doesn't keep me from appreciating the concept of an engaging, lighthearted ad campaign that pokes fun at beer ads, the beer company itself, and the NFL all at once. This is how you win the advertising wars of early February. By not playing, which is actually playing, but pretending not to be...you know...playing.

Taking the benefits of this kind of light-hearted content as advertising method further, it allows Newcastle to get involved in other new media in a way that keeps things just as light and doesn't come off as annoying. For instance, they sponsored a post on Gawker Media about the non-campaign campaign, and appear to have given the writer enough latitude to attempt their own funny tie-in in the "article", going so far as to headline it: We've Disguised This Newcastle Ad As An Article To Get You To Click It.

Newcastle bought this ad to promote the S**** B*** commercial they couldn't afford to make. I know you're probably cycling through the five stages of grief since you're reading an ad and ew, gross, but maybe just stop reading and watch the videos I've embedded. After all, Newcastle didn't pay Gawker Media a fraction of the cost of a S**** B*** commercial so you could read another think piece about M*ckl*m*r*.

No, they bought this space in a shameless attempt to force their Mega Huge Football Ad — and smooth, delicious Newcastle Brown Ale — down your throats. They also "bought" me — an in-house copywriter — because actual Gawker writers can't accept money from advertisers (not that I'm personally cashing Newcastle's checks but you know, whatever). As someone being paid to write this, I have to say that it's the greatest ad ever, mostly because Newcastle asked me to use those exact words. Is it the greatest ad I've ever been paid to call the greatest ad ever? Yes.
It goes on like that and it's nice that a company appears to be having so much fun at its own expense, even going as far as to allow new media writers to mock the new media concerns about new media sponsorships (This repetitive sentence brought to you by the folks at Techdirt. Techdirt: the other white meat). As I mentioned, nobody at Newcastle bothered to pay me to write this post, though if they did, I'd totally have killed it. Like, way better than Gawker. There would have been penis jokes and riffs about brown ales mixed with the obvious toilet humor. It would have been glorious.

Wait, maybe the potentiality of that post could be some kind of Techdirt ad campaign?



Reader Comments (rss)

(Flattened / Threaded)

  1.  
    icon
    silverscarcat (profile), Jan 28th, 2014 @ 3:29pm

    Trademark?

    Superbowl, Superbowl, Superbowl!

    Let's keep going until it loses it's meaning!

     

    reply to this | link to this | view in thread ]

  2.  
    icon
    Alana (profile), Jan 28th, 2014 @ 4:12pm

    Re: Trademark?

    WHY IS EVERYONE TALKING ABOUT MY SUPPER BOWL IS IT THAT TASTY?

     

    reply to this | link to this | view in thread ]

  3.  
    identicon
    Anonymous Coward, Jan 28th, 2014 @ 4:17pm

    If I owned a potty company

    I would make a commercial talking about our "Super Bowl" and then run that add right along side a partnership with poo pourri!

     

    reply to this | link to this | view in thread ]

  4. This comment has been flagged by the community. Click here to show it
     
    identicon
    out_of_the_blue, Jan 28th, 2014 @ 4:27pm

    Hey, "sports" fans: be consistent, complain about fat cats there too.

    Just sleazy grifters with a legislated monopoly:

    NFL Commish Makes $29.5 Mil a Year– 15 Times More Than Tax Free Org Gives to Charity, More than CEOs of Ford, Heinz, FedEx

    http://www.showbiz411.com/2014/01/21/nfl-commish-makes-29-5-mil-a-year-15-times-more-than-tax-f ree-org-gives-to-charity-more-than-ceos-of-ford-heinz-fedex

    And don't forget that just yesterday even Mimeograph Mike mentioned that "sports" is only "cheering the lingerie".

    It's not any "ism", it's The Rich. When The Rich are limited, everyone else has a chance at freedom. (192 of 192)

    12:26:41[n-677-5]

     

    reply to this | link to this | view in thread ]

  5.  
    identicon
    Anonymous Coward, Jan 28th, 2014 @ 4:27pm

    The NFL sux

    College football is where it is at. They play hard. The pros take a dive if they see a defender within 10 yards. But who can blame them, those guys weight 300 lbs, bench press 400 lbs and run like a deer. If they hit you, it is going to hurt!

     

    reply to this | link to this | view in thread ]

  6.  
    identicon
    Anonymous Coward, Jan 28th, 2014 @ 4:32pm

    I'm looking forward to the Superb Owl this year.

     

    reply to this | link to this | view in thread ]

  7.  
    icon
    Rapnel (profile), Jan 28th, 2014 @ 4:33pm

    Super Bowl

    *'d out. Nice.

    And they haven't paid much in tax since the 60's. Nice free ride they got there.

     

    reply to this | link to this | view in thread ]

  8.  
    icon
    Mason Wheeler (profile), Jan 28th, 2014 @ 5:03pm

    Re: The NFL sux

    College football is a huge part of the problem, as is high school football. Basically, the whole game is corrupt from top to bottom. If you want to see just how bad, have a look at Pros and Cons, the result of a great deal of research into the football system's systematic coverups of criminal behavior by its athletes, to the point where over 30% of NFL players have been charged with a violent felony that fans never hear about.

     

    reply to this | link to this | view in thread ]

  9.  
    identicon
    PRMan, Jan 28th, 2014 @ 5:05pm

    Pork is gonna sue you blind

    for this comment:

    Techdirt: the other white meat

     

    reply to this | link to this | view in thread ]

  10.  
    identicon
    Anonymous Coward, Jan 28th, 2014 @ 5:07pm

    For a moment there, I was wondering what a soccer team had to do with an American Football tournament.

     

    reply to this | link to this | view in thread ]

  11.  
    identicon
    Anonymous Coward, Jan 28th, 2014 @ 6:07pm

    Re:

    I cant wait for the new soup bowl.

     

    reply to this | link to this | view in thread ]

  12. This comment has been flagged by the community. Click here to show it
     
    identicon
    Anonymous Coward, Jan 28th, 2014 @ 6:10pm

    Re: Hey, "sports" fans: be consistent, complain about fat cats there too.

    "Hey, "sports" fans: be consistent, complain about fat cats there too."

    that should be "Hey, sports "fans": be consistent..... I think!!!

    but either way, yes, they should.

    blocking you only gives you more power, and gets you read every time !!!!

     

    reply to this | link to this | view in thread ]

  13.  
    icon
    jupiterkansas (profile), Jan 28th, 2014 @ 6:33pm

    Re: Re: Hey, "sports" fans: be consistent, complain about fat cats there too.

    actually, replying to him gives him power.

     

    reply to this | link to this | view in thread ]

  14.  
    icon
    ltlw0lf (profile), Jan 28th, 2014 @ 6:46pm

    Re: Pork is gonna sue you blind

    Pork is gonna sue you blind for this comment

    Techdirt: the other, other, other white meat?

     

    reply to this | link to this | view in thread ]

  15.  
    icon
    PopeRatzo (profile), Jan 28th, 2014 @ 7:15pm

    Re: Re: The NFL sux

    College football is a huge part of the problem
    This, exactly. It's why I'm very interested to see what shakes out of this attempt by Northwestern football players to unionize.

    I would love to see big-money collegiate athletics to disappear, forcing the NFL to create a professional minor league the way baseball has.

    Big money college football programs are purely about exploitation. This pretend "amateurism" that forces student athletes to hide every nickel they make from the fame while bringing millions to the institution. And they're all one injury away from being tossed away like used kleenix and one concussion away from a ruined life.

    I used to be a big fan of college athletics and a big booster for my alma mater, but some switch has turned in me over the past decade, and now I simply am unable to enjoy any big money college athletics any more. It actually sickens me. May this effort by the NW'ern students cause people to finally figure out what the NCAA really is, and hopefully cause that plantation to finally disappear.

     

    reply to this | link to this | view in thread ]

  16.  
    icon
    PopeRatzo (profile), Jan 28th, 2014 @ 7:21pm

    Re:

    Comic relief? After all, what's funnier than a bunch of grown men in short pants running around throwing themselves to the ground writhing in pain every time an opposing player looks at them funny?

    Americans just let you Europeans call your little game "football" because we get such a big laugh every time we hear you say it. Europeans will say, "We're watching football" while on the screen there's a bunch of Madonna's backup dancers prancing around kicking a little ball back and forth while the people in the stadium tear each other apart like jackals. Just hysterical.

     

    reply to this | link to this | view in thread ]

  17.  
    icon
    The Original Anonymous Coward (profile), Jan 28th, 2014 @ 7:32pm

    Video on 2013 post not viewable?

    Anyone know why the video on the 2013 post (linked to from this post) is marked "private"?

    Just curious...

     

    reply to this | link to this | view in thread ]

  18.  
    identicon
    Anonymous Coward, Jan 28th, 2014 @ 8:19pm

    Re: Re:

    You do know that we Aussies say the same thing about you Americans and your "Football". A bunch of pussies that have to be armored in order to even go on to the field.

    Now, let's see you take all of that armor off and do it like a real man.

     

    reply to this | link to this | view in thread ]

  19.  
    identicon
    private Frazer, Jan 29th, 2014 @ 12:21am

    S**** B***

    i have spent many minutes trying to work out what swear words fitted into S**** B***.

     

    reply to this | link to this | view in thread ]

  20.  
    identicon
    Anonymous Coward, Jan 29th, 2014 @ 12:25am

    Clicked on this headline expecting something else...

    I genuinely thought that behind the asterisks I'd be looking at something to do with a "Shite Beer" commercial.

    Oh well, I kind of am anyway.

     

    reply to this | link to this | view in thread ]

  21.  
    icon
    G Thompson (profile), Jan 29th, 2014 @ 1:05am

    Re: Re: Re:

    Exactly!!!

    And I think of said it here before too.

    oh yeah
    Here

    and my best by far boput the nancy boy game is Here

    o_O

     

    reply to this | link to this | view in thread ]

  22.  
    identicon
    Anonymous Coward, Jan 29th, 2014 @ 1:33am

    Re: Re: Trademark?

    Awesome! I love the blumpkin bowl it's my favorite one, well I'm off gotta prepare cuttlefish and asparagus here I come.

    blumpkin - getting your unit sucked while dropping a deuce.

     

    reply to this | link to this | view in thread ]

  23.  
    icon
    Ninja (profile), Jan 29th, 2014 @ 1:42am

    Re: Re: Trademark?

    I'm sorry, I tried to find a way to include a synonym of loose and the word bowels in the mix to poke fun at your supper but I ended up getting the phrase "unconstipated bowel" which honestly sounds funny but doesn't start with S. Sorry :|

     

    reply to this | link to this | view in thread ]

  24.  
    icon
    Not an Electronic Rodent (profile), Jan 29th, 2014 @ 2:31am

    Re: Trademark?

    Superbowl, Superbowl, Superbowl!

    Let's keep going until it loses it's meaning!
    I'm there already....

     

    reply to this | link to this | view in thread ]

  25.  
    icon
    btrussell (profile), Jan 29th, 2014 @ 2:45am

    Re: S**** B***

    I was going to mention to him that the auto correct reversed part of his headline. I see he still hasn't fixed it.

     

    reply to this | link to this | view in thread ]

  26.  
    identicon
    Anonymous Coward, Jan 29th, 2014 @ 2:56am

    Im confused are you talking about the SUPERBOWL or the
    S
    U
    P
    E
    R
    B
    O
    W
    L

     

    reply to this | link to this | view in thread ]

  27.  
    icon
    justok (profile), Jan 29th, 2014 @ 3:04am

    Re:

    Who?

     

    reply to this | link to this | view in thread ]

  28.  
    identicon
    Anonymous Coward, Jan 29th, 2014 @ 4:56am

    Re: Re:

    Left shift the B (twice)

    It is from the Colbert Report.

     

    reply to this | link to this | view in thread ]

  29.  
    identicon
    Anonymous Coward, Jan 29th, 2014 @ 5:00am

    I think the NFL has lost their cookies - now they are talking about no more extra point and no more kickoff. If they implement these changes they may have to consider removing the word foot from the sport title since there will no longer be any contact between a foot and a ball.

     

    reply to this | link to this | view in thread ]

  30.  
    identicon
    Anonymous Coward, Jan 29th, 2014 @ 5:08am

    Re: Pork is gonna sue you blind

    Or Sue is gonna pork you blind. Prefer that, actually.

     

    reply to this | link to this | view in thread ]

  31.  
    identicon
    Andrew D. Todd, Jan 29th, 2014 @ 6:26am

    Just a Different Kind of Exploitation (to PopeRatzo, # 15).

    The baseball minor leagues have set up Florida Leagues and Arizona Leagues, centered around Sarasota and Phoenix, respectively, using the major league camps, so that they can efficiently sort through players. However, they have also set up training leagues in Venezuela, Mexico, and the Dominican Republic, which cost practically nothing to run (*). Football is more internally differentiated than baseball. The difference between a quarterback and a center is greater than the difference between a pitcher and an outfielder. What would happen if the NFL set up minor leagues is that all the linemen, and about half the backfielders would come from various Caribbean countries. For many positions, football puts a premium on physical hugeness. The leagues would medically screen eight-year-old boys in these countries to identify those who were on track to become six-foot-eight, and begin systematically training them as linemen. There would be a much sharper distinction between those players who needed to be interviewed by sportscasters on camera, and those who did not.

    (*) Ian Gordon, "Played," Mother Jones, March/April, 2013

     

    reply to this | link to this | view in thread ]

  32.  
    identicon
    Phil, Jan 29th, 2014 @ 6:33am

    boring

    I regret wasting my time on the post and the video. Boring. How boring must someone's life be to find it at all amusing?

     

    reply to this | link to this | view in thread ]

  33.  
    identicon
    Anonymous Coward, Jan 29th, 2014 @ 7:37am

    Re:

    Not exactly true. Field goals and punts are still performed by kicking the ball, regardless of any changes they might enact.

     

    reply to this | link to this | view in thread ]

  34.  
    identicon
    Baron von Robber, Jan 29th, 2014 @ 7:55am

    Re: boring

    What about wasting your time commenting on wasting your time on the post and the video?

     

    reply to this | link to this | view in thread ]

  35.  
    identicon
    Anonymous Coward, Jan 29th, 2014 @ 8:29am

    Re: Re: Re: Re:

    Why is it that every time someone does a story about football, people seem to have to get into a pissing match (and I'm faulting both sides here) over two completely different games that really have nothing to do with each other? Pissing contests like this are generally held between people who lack the self-esteem to respect others' cultures and traditions. Ya know, when you start to resort to insults against others' masculinity, all you do is call into question your own.

     

    reply to this | link to this | view in thread ]

  36.  
    identicon
    Anonymous Coward, Jan 29th, 2014 @ 8:35am

    Re: Re: Pork is gonna sue you blind

    Or you are going to pork Sue blind.

     

    reply to this | link to this | view in thread ]

  37.  
    icon
    Not an Electronic Rodent (profile), Jan 29th, 2014 @ 8:37am

    Re:

    If they implement these changes they may have to consider removing the word foot from the sport/i>
    Bit late.... American "Football" doesn't involve a ball and barely involves feet as it is. Calling it football is like calling "soccer" frisbee because a bit of it involves catching something.

     

    reply to this | link to this | view in thread ]

  38.  
    identicon
    John Nemesh, Jan 29th, 2014 @ 9:18am

    "Super Bowl"

    Anyone find it interesting that the two states that legalized marijuana are getting together for a "Super Bowl"? :)

     

    reply to this | link to this | view in thread ]

  39.  
    icon
    John Fenderson (profile), Jan 29th, 2014 @ 9:31am

    Re: Re:

    Personally, I find the pissing match between football fans (of the US variety) and football fans (of the Rest Of The World variety) to be much more entertaining than either game.

    However, if I had to choose about which is Manlier -- which is a big part of what makes the debate so hilarious -- non-US football wins hands down. It's not even close.

     

    reply to this | link to this | view in thread ]

  40.  
    identicon
    Anonymous Coward, Jan 29th, 2014 @ 9:31am

    Re: Re:

    funny

     

    reply to this | link to this | view in thread ]

  41.  
    identicon
    Anonymous Coward, Jan 29th, 2014 @ 9:50am

    Re: Re:

    Owls who?

     

    reply to this | link to this | view in thread ]

  42.  
    identicon
    opxyz2, Jan 29th, 2014 @ 10:10am

    Some semi famous actress (I forget who) was on The Daily Show the other night showing off her commercial. Hers is the best one I've seen yet. You should find that vid and link to it.

     

    reply to this | link to this | view in thread ]

  43.  
    icon
    ltlw0lf (profile), Jan 29th, 2014 @ 10:28am

    Re: Video on 2013 post not viewable?

    Anyone know why the video on the 2013 post (linked to from this post) is marked "private"?

    I can't find out from youtube anything about the video, so it looks like it just disappeared.

    I found it by searching:

    http://www.youtube.com/watch?v=x2t6CVika6o
    http://www.youtube.com/watch?v=cZYNuaroPRs

     

    reply to this | link to this | view in thread ]

  44.  
    identicon
    Anonymous Coward, Jan 29th, 2014 @ 12:05pm

    "S**** B***"

    I don't understand. That isn't enough asterisks to be "Stupor Bowl" so it must be something else.

     

    reply to this | link to this | view in thread ]

  45.  
    identicon
    Anonymous Coward, Jan 29th, 2014 @ 12:15pm

    Re: "Super Bowl"

    Perhaps snack food companies like Frito Lay paid enough to get it rigged so that it would turn out that way.

     

    reply to this | link to this | view in thread ]

  46.  
    icon
    btrussell (profile), Jan 30th, 2014 @ 9:54am

    The Too-Big Game

     

    reply to this | link to this | view in thread ]


Add Your Comment

Have a Techdirt Account? Sign in now. Want one? Register here
Get Techdirt’s Daily Email
Save me a cookie
  • Note: A CRLF will be replaced by a break tag (<br>), all other allowable HTML will remain intact
  • Allowed HTML Tags: <b> <i> <a> <em> <br> <strong> <blockquote> <hr> <tt>
Follow Techdirt
A word from our sponsors...
Essential Reading
Techdirt Reading List
Techdirt Insider Chat
A word from our sponsors...
Recent Stories
A word from our sponsors...

Close

Email This