This is the last word on Super Bowl commercials and promotions for this year, I promise. In my quest to not watch Super Bowl ads before the actual game, I didn't pay attention to the Newcastle Brown Ale promotion because I thought it was an actual ad. What it is is much more brilliant and could likely have a huge effect on Super Bowl ads going forward.
If you haven’t seen it (see the videos here and check out www.ifwemadeit.com), what they did was create a campaign around the mega huge commercial they would have made...if they had the money. Anna Kendrick was set to star in the commercial and gives her very funny take on what happened and her feelings about it. They also planned to have Keyshawn Johnson play a cat on a skateboard. He gives his take as well.
While they didn’t make the commercial, they do have the story boards for what it would have been. Not only do they walk us through the ad, they filmed actual focus groups giving their thoughts on the ad that wasn’t made. The members of the focus group gave varying opinions of what worked and what didn’t and how effective the ad would have been.
Not only did they story board their own ad, they also put together story boards for how they would have made many of the ads that did play during the game. Of course, their versions would have been mega huge!