Newcastle teamed up with Wil Wheaton to unveil it’s first in a series of “collaboration edition” beers.
Wil mixes wit with facts while describing Newcastle Scotch Ale – which is made in partnership with Caledonian, an Edinburgh brewery. Newcastle targets beer enthusiasts with a factual, humorous set of internet videos that include quotes from Wil, such as: “The only thing that I think is cooler than England and Scotland collaborating to make a fantastic beer…is drinking that beer in a commercial because I’m on the internet, not on network television!”
This entertaining form of anti-advertising works well for Newcastle’s audience, whom they’ve already won over and prepared for this type of sarcastic take on advertising with their No Bollocks campaign.