Stephen Merchant stars in a new film for Newcastle Brown Ale which aims to muscle in on America’s July 4 celebrations by speculating on how the country would look if Great Britain had won the Revolutionary War. Created by Droga5, the film is our Ad of the Week.
Brilliantly witty and packed full of truly British swearing, the film sees Merchant speculate on why the US is so keen on celebrating its independence – “it’s like your girlfriend breaking up with you and then celebrating with fireworks… every year, for 300 years” – before listing the things that would be better if the USA was in fact Great Britain 2. It finishes by proposing a new date for celebration – July 3, when we should all “grab a Newcastle Brown Ale and toast to how good it could have been”.
This isn’t the first time Newkie Brown has ambushed an American institution with its advertising. It first proposed Independence Eve as a day for celebrating Britishness – and drinking its ale, natch – last year, and for this February’s Super Bowl it released a number of ads online (one shown below) that spoofed marketers’ obsession with the event.
Coming up with a way of marketing a very British beer around a very American holiday is not easy to achieve, but Newcastle Brown Ale has given it a very good shot in this latest film – let’s just hope that the joke will appeal to US drinkers as much as it will to the Brits.