Last but not least: Band of Brands

At last year's Super Bowl, the beer brand shone with the concept "If we made it" - instead of running one of the sinfully expensive TV commercials, Newcastle Brown Ale limited itself to explaining in advance with an extensive campaign how elaborate a possible commercial would have been. All in all, the whole campaign attracted at least as much attention as the much-publicized Super Bowl films, where the broadcast alone (30 seconds) devours three to four million dollars - not to mention the high production costs.

This year, the Droga5 agency has once again come up with something special for its client and is launching the "Band of Brands" association. The idea behind it: Newcastle is calling on brands to "buy into" the planned Super Bowl spot with their budget. Twenty to thirty brands will be integrated into the commercial for the most important advertising event of the year. "Find out how our Brand can help your Brand help our Brand... most importantly" proclaims actress Aubrey Plaza in the wonderful explanatory video, which is intended to motivate other brands to get involved by January 19. Newcastlebandofbrands.com to apply. It will be interesting to see the result. The Super Bowl 2015 will take place on February 1. (hae)