Dive Brief:

• Newcastle revealed its crowdsourced Super Bowl ad Tuesday that will run locally in the Palm Springs, CA market. 
• The spot manages to mention 37 brands in the 60-second "Band of Brands" meant to mock conventional advertising. 
• According to brand director Priscilla Flores Dohnert, "Not only did we create the world's first crowdfunded Big Game ad, but I'm pretty sure we just made the cheapest Big Game ad ever."

Dive Insight:

This isn't Newcastle's first attempt to run an "anti-Super Bowl" Super Bowl commercial. Last year, the beer brand ran a tongue-in-cheek spot with Anna Kendrick where the word Super Bowl had to be bleeped. Asking other brands to band together to create a non-official Super Bowl spot is yet another way to poke fun at the ridiculous price tags surrounding the Big Game—while also capitalizing on the attention the game creates. Not to mention, Newcastle is also smart to jump on the whole 'sharing economy' trend that is slightly threatening to major brands, and harness it to its own advantage.