"If We Made It"

By Carrie Cummings on Mar 04, 2014

Newcastle’s Brown Ale may have been the darling of this year’s Super Bowl ads, which is funny because Newcastle didn’t participate in the Super Bowl ad blitz. In fact, it didn’t (well, couldn’t) even mention the name. The Heineken-owned brew house wanted to capitalize on the media craze that goes along with the Super Bowl, but they had one problem: they didn’t have the cash. Refusing to be stopped by a “pay to play” system, Newcastle approached Manhattan-based ad shop Droga5 and asked about their options. Droga, on a tight turnaround, came up with an entirely online campaign that went viral and was included in most Super Bowl spot roundups. The One Club sat down with Scott Bell, the creative director in charge of the “If We Made It” campaign to talk about the client, the celebrities and tip toeing around forbidden language.

To see the full campaign, check out

Client: Newcastle Brown Ale
Agency: Droga5
Art Director: Dan Kenneally
Writer: Ryan Raab
Creative Director: Scott Bell
Executive Creative Director: David Droga
Chief Creative Officer: Ted Royer



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