MINERS by Droga5 New York for Newcastle Brown Ale

MINERS

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Industry Beers and Ciders
Media Film
Market United States
Agency Droga5 New York
Released June 2012

Awards

Cannes Lions 2012
Film Lions Alcoholic Drinks Bronze

Credits & Description

Category: Alcoholic Drinks
Advertiser: HEINEKEN
Product/Service: NEWCASTLE
Agency: DROGA5 New York, USA
Advertiser HEINEKEN
Product NEWCASTLE
Entrant DROGA5 New York, USA
Type of Entry: Product & Service
Category: Alcoholic Drinks
Title: MINERS
Advertiser/Client: HEINEKEN
Product/Service: NEWCASTLE
Entrant Company: DROGA5 New York, USA
DM/Advertising Agency: DROGA5 New York, USA
Brief Explanation
Beer advertising is typically one of two things: highly stylized, aspirational fluff or an appeal to the lowest common denominator. But when you’re a beer from Newcastle, England, where people don’t take themselves too seriously, you do things a little different.
You tell it like it is.
In this campaign, we poke holes in everything most beer companies hold sacred. Newcastle’s heritage, its founder, hometown and brewing process are all fair game. As is the entire beer category at large.
This commercial, filmed with director Ivan Zacharias, takes an honest, no bollocks look at ourselves and Newcastle Brown Ale. It’s beer advertising without all the bollocks that usually comes with beer advertising.