The Super Bowl is a big day for advertising, and an even bigger day for

beer sales. So Newcastle Brown Ale vowed to do whatever it took to get an

ad in the game. But we didn’t have $4.5 million dollars to buy airtime.

So instead of paying for airtime alone, we decided to take a cue from the

sharing economy, split the cost of airtime with 20-30 scrappy brands like

ours, and then cram all 20-30 brands into one Super Bowl ad. We

essentially sold ad space in our ad. We called it Newcastle’s Band of

Brands. We asked Brands to join our ad weeks before the game and launched

the finished ad online days before the game, featuring a record 38 brands in 60 seconds. On game night, the ad aired in Palm Springs, California, the one local market we could afford.

In addition to the refrigerator, wood flooring, stacks of toilet paper and many, many other products we had on set during the shoot, we intentionally left walls, boxes and other surfaces blank so we could digitally insert various logos and brand names onto each surface, making the branding more and more overwhelming as the spot goes on. The final shot was created with a piece of stock footage overlaid with many digital logos raining down.