Taste the Lighter Side of Dark - Goon
Broken bones, prison time and a man’s last days on earth are just a few of the topics that are explored with Newcastle’s slightly optimistic spin on life’s darkest scenarios. The commercials combine quirky English pub occurrences with a humorous and dark undertone. In a nod to the brand’s British heritage, Newcastle shot the three spots at a traditional pub just outside of London, and hired locals including the bar owner to star in the series and bring additional authenticity to the campaign. Newcastle Brown Ale, brewer of the legendary “One & Only,” today announced plans to release its first-ever television spots airing in select markets. The spots are an evolution of the popular digital video and outdoor advertising campaign “Taste The Lighter Side of Dark.” A series of three witty commercials begins airing locally later this month. In 1927 in the Northeast of England, Colonel Jim Porter created a surprisingly smooth, uniquely crafted ale with its own distinct golden brown color. Through the humorous “Taste the Lighter Side of Dark” ad campaign, Newcastle Brown Ale presents its unique lineage as the dark beer that’s easy to drink. Broken bones, prison time and a man’s last days on earth are just a few of the topics that are explored with Newcastle’s slightly optimistic spin on life’s darkest scenarios. The commercials combine quirky English pub occurrences with a humorous and dark undertone. In a nod to the brand’s British heritage, Newcastle shot the three spots at a traditional pub just outside of London, and hired locals including the bar owner to star in the series and bring additional authenticity to the campaign. In “Bad News,” an elderly doctor is shown breaking the news to a man that he has three days to live. “Goon” features a debt collector threatening to break a man’s ankles, and in “Prison” a man realizing he’s going to jail after his attorney bungles his case. Luckily, all final judgments are lessened - at least a little - with a sip of Newcastle. “The three ads provide a ‘fly on the wall’ look at happenings inside the “Humble Dog” pub, and showcase the humor and unconventional spirit of Newcastle Brown Ale,” said Colin Westcott Pitt, VP of Marketing for Newcastle Brown Ale. “We want to leave people with a memorable stamp of what we stand for, and inspire them to try a dark beer that’s remarkably smooth and easy to drink. If not… then we clearly know some ‘Goons’ who can change perceptions.” Created by San Diego-based ad agency VITRO, “Taste the Lighter Side of Dark” pays homage to Newcastle Brown Ale’s British import heritage, while distinguishing its smooth profile from other dark brews that are hard to drink. The irreverent campaign has proven a perfect match for sophisticated better-beer-drinkers who refuse to take themselves or their pints too seriously. Boosted by the current campaign, Newcastle Brown Ale has grown into America’s No. 1 imported ale and the 11th ranked imported beer by volume. “There's nothing like the wit of the British to make light of a dark situation,” adds Executive Creative Director John Vitro. “Capturing the authenticity of Newcastle's heritage meant revealing the charm that's found in the small UK pubs and their gathering of neighborhood eccentrics. Through these characters we learn that first impressions can be deceiving. And just like our beer, things that might at first appear dark can have a positive outcome.” “Taste the Lighter Side of Dark” television commercials will air nationally starting April 2011, on networks like CBS, ABC, Comedy Central and TBS.
Advertiser/Client – Heineken USA Product/Service – Newcastle Brown Ale Ad/Campaign Title – Taste the Lighter Side of Dark Category – TV Spots – Goon :30 / Doctor :30 / Prison :30 Agency – VITRO Production Company – Station Film, New York Director – Harold Einstein Editorial – HutchCo Technologies Editor – James Hutchins Executive Creative Director – John Vitro Creative Director – Kent Thayer Art Director – N/A Copywriter – Kent Thayer Agency Producer – Mickey Strider Country – USA