Band of Brands

​In 2014, Newcastle showed the world the Big Game ad we would've made if we had the money to make one.

 

The following year, we wanted to be part of the Big Game conversation, but still didn’t have $4.5 million dollars for airtime.

 

So we took a cue from the sharing economy that’s made Uber, Airbnb and Kickstarter so popular,

asking 20-30 other brands like ours to chip in for airtime with us, and then cramming them all into one ad.

 

We essentially sold ad space in our ad. We called it The Band of Brands.

We launched with a call for entries featuring Aubrey Plaza.
 
We built anticipation with Aubrey as the week went on...
Voila!
36 brands not-so-artfully packed into one Big Game ad. 

CD: Scott Bell

AD: Dan Kenneally

 

 

Cannes

Integrated Gold

Cyber Silver

Cyber Bronze x2

Film Silver

Film Bronze

PR Bronze

D&AD

Innovative Media Yellow

Integrated Silver

One Show

Short Form Silver

60-second Silver

Social Media Silver

Clio

Branded Content Bronze

AICP Next

Social Award

EFFIE

Seasonal Gold

David vs. Goliath Gold

Alcoholic Beverages Gold

Creativity's #3 Ad of 2015

Washington Post 10 Best Super Bowl Ads

New York Times

Fast Company

USA Today

AdWeek

AdAge

Creativity

Bustle

Bleacher Report

Campaign

Hollywood Reporter

Business Insider

Entertainment Weekly