VITRO, San Diego / HEINEKEN / 2012
It's always better to look on the brighter side of life, especially when a large man with a sledgehammer comes to collect a debt. As Newcastle Brown Ale is an authentically British Ale, 'Goon', is set in an authentically British pub, The Humble Dog is a play on Newcastle Brown Ale’s nickname, 'the brown dog'. The setting pays homage to classic British gangster-films. And in classic gangster fashion, Goon comes to collect a debt, announcing his intention to break both of the debtor’s ankles. However, after sipping a pint of Newcastle Brown Ale, Goon changes his tune: he’ll only break one ankle. It’s a situation that allows our lucky deadbeat to look on 'the brighter side of dark'.