Make the most of limited resources

Make the most of limited resources

Every year the American Super Bowl is a chance for brands to go nuts. Big budgets meet with big talent and the result is plenty of memorable ads. 

In the lead up to the 2014 event, the beer brand Newcastle Brown Ale found itself in a tricky position. 

The marketing team knew how powerful advertising at the Super Bowl could be for their company’s fortunes. 

However, as a brand with a relatively small budget, the price of entry was extremely high. For reference, 30 seconds of airtime during the Super Bowl costs around $5 million.

The issue was that having bought the airtime they didn’t have the budget to make an over-the-top, Super Bowl-worthy commercial. 

So what could they do?

They decided to turn their limited financial resources into an advantage by mocking their big-budget competition in a tongue-in-cheek fashion. 

The result you can enjoy by watching the below…

In the end, their low budget production ended up having as big an impact (if not greater in terms of the PR generated) as a big-budget shoot.

As the physicist Sir Ernest Rutherford famously said, “We have no money, so we will have to think.” 



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