They say sarcasm is the lowest form of wit. But one brand has adopted it lock, stock and two leaking barrels to elevate itself to satirical new heights in the eyes of its appreciators.
Newcastle Brown Ale, the USA-owned Heineken brand, is proposing “the first-ever crowdfunded Big Game ad”, following its spoof attempt last year to place an ad in the highly anticipated Super Bowl slots. (Background politics reveal that Newkie B was blocked by Anheuser-Busch InBev having exclusive rights.) This year, the idea is to team up with other brands to create a collaborative logo-fest, to actually feature on primetime game time TV.
The campaign launched with a video starring Parks and Recreation comedienne Aubrey Plaza, who straight-facedly states, “We can help your brands sell tons of whatever the (bleep) your brands sell.” It’s a brand strategy with as much snark as spark when it comes to wittiness, but it makes an interesting contrast to see an identity with underdog appeal taking centre stage at the Super Bowl.