Newcastle Brown Ale and ad agency Droga5 have taken elements of traditional beer advertising and turned them on their heads to create a humorous marketing campaign they hope will put them top-of-mind with consumers. “It also gave us a nice space to separate ourselves from the category, which is completely full of bollocks, like ads that promise you a good time," says executive creative director Ted Royer. The campaign includes TV and print ads, as well as neon signs, coasters and other Newcastle promotional items.

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