The Super Bowl is the biggest marketing event of the year for beer brands. But Newcastle Brown Ale didn't have the millions needed to buy airtime. And even if they did, Budweiser’s billion dollar exclusivity deal banned them running an ad. So we made fun of all the Super Bowl marketing hype with a fully integrated campaign about the epic Super Bowl ad we could have made... if we had the money.
The campaign racked up over 1 billion media impressions, made every Top Ten Super Bowl Ad list and increased sales by 8%.
On the night of the Super Bowl, we tweeted our own storyboard parodies of other brands' ads minutes after the real ads aired, showing them how we would've spent their millions if we made it. Here's our take on that GoDaddy running bodybuilder Super Bowl spot:
Made at Droga5 with: Ryan Raab & Scott Bell
Directed by: Randy Krallman (Anna Kendrick, Keyshawn Johnson) – The rest was all produced internally at Droga5