Miller Lite recently put out a national beer ad to tie up its #ItsMillerTime campaign, which asked fans to submit their best summer photos. In response to this, Newcastle, known for calling "bollocks," is initiating its own version of the campaign called #NewcastleAdAid.
The campaign encourages fans to submit their photos for the purposes of having them badly Photoshopped into shabby looking ads for Newcastle beer. As well as terrible Photoshopping, the ads also feature puns that are just as groan-worthy, like "Wish you were beer." However, since it's no-nonsense and done in an intentionally tongue-in-cheek way, Newcastle's campaign is just as winning as its 'If We Made It' campaign for the Superbowl, especially since it can be put together on a shoestring budget and engage fans.