Newcastle Looks To Join With Other Brands For Super Bowl Ad

Newcastle today is rolling out an "irreverent" campaign in which it "will try to recruit 20 to 30 brands to help it break into the Super Bowl advertising melee." In exchange for a cash contribution, the "other brands' logos and messages will be incorporated into a spot crafted with Newcastle" by Droga5 that will run online and "in some local NBC television markets during the game’s broadcast."  Rival beer advertisers "are not invited to join." A new online video features actress Aubrey Plaza making a "blasé pitch for why other marketers should join Newcastle" (N.Y. TIMES, 1/12).