Analyzing Newcastle Brown Ale's 2015 Super Bowl Ad

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Recommended: Strategy of advertising

Newcastle Brown Ale launched an advertisement during the 2015 Super Bowl. The audience for this advertisement was people watching the Super Bowl commercials. Since Newcastle Brown Ale is a beer product, the marketing team for Newcastle Brown Ale made a safe decision to air a new advertisement during one of the largest sporting events of the year. The commercial opens with a dry voice trying to sound like a sportscaster while introducing the commercial as a Band of Brands conglomerate, while panning over the Grand Canyon with a Newcastle Brown Ale label suspended in the middle. The commercial pokes fun at itself by talking about how this commercial is the best thing the marketing team can come up with, and that the advertisement …show more content…

Aubrey Plaza is known for her deadpan and sarcastic character in the popular sitcom, Parks and Recreation, and a voice in the background asks her to sound more excited. This leads to Aubrey explaining that she is excited, but her voice is permanently sarcastic, and she becomes offended that the commercial director is prejudiced against her. Aubrey continues to say her lines and talks sarcastically about how the world’s best napkins, snack food, and toilet paper is involved in the making of this commercial. The advertisement then unravels from that point on and Aubrey starts to curse, text on her phone, and insult the costume choice for this commercial while the Newcastle Brown Ale logo appears on the screen. This commercial uses several of the qualities of modern advertisement outlined by James B. Twitchell (1996). The most obvious quality that is employed by this advertisement is the use of the profane. The advertisement not only includes actually profanity with Aubrey cursing and calling out the marketing developers on their questionable choices, it also uses profane humor by poking fun at itself and the idea of a marketing conglomerate throughout the entire commercial. The use of profane …show more content…

The marketing team used some tactics to a more powerful effect than others, and they used profanity in very memorable way. The marketing team could stand to assess if they could use the magical quality to a more powerful degree in the

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