'No Bollocks,' Newcastle Brown Ale Has New National Ad Campaign

NEWCASTLE, England -- Newcastle Brown Ale introduced a new national advertising campaign today. Called "No Bollocks," the campaign marks the first time the imported beer has invested in national television ads.

The ads were shot in the beer maker's hometown of Newcastle, England, and examine the brand's 85-year history.

"With this campaign, we are going to be very honest with our consumers. Our guys know it when they are marketed to, so we believe it's time for a beer brand to give it to them straight, just like their best mates would do," said Charles van Es, brand director for Newcastle Brown Ale. "The people of Newcastle, England – Geordies – don't take themselves too seriously, love a good joke and most importantly, they tell it like it is. Our ads celebrate these traits by using a no-nonsense approach, where we are not over promising anything."

The TV ads, which began airing yesterday, were created by Newcastle's new agency of record, Droga5, and can be seen on the brand's Facebook and YouTube pages.

The "No Bollocks" campaign also includes digital and in-bar advertising, and will influence on-premise elements, events, social media and PR activities.

Newcastle Brown Ale is imported by Heineken USA, based in White Plains, N.Y.