Our ‘No Bollocks’ campaign for Newcastle Brown Ale unveiled a category-defying brand promise: great beer without the usual clichés of traditional beer advertising. But to show people what we meant by ‘No Bollocks’, we had to act on it. Anything and anyone was fair game, including ourselves. In contrast to beer advertising’s high-production, over-the-top, over-priced TV spots, we created nine honest 15-second ads, using photographers from around the world. This still-photography style and one-liner approach debunked the lies and mocked the clichés of traditional beer marketing.
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