There are a few brands that are excellent at taking the piss. Newcastle Brown Ale is most definitely one of them.
In their latest campaign for the US market, the beer brand is asking fans to send in their mediocre photos via #newcastleadaid because they blew their marketing budget on "paying celebrities to pretend to drink our beer".
Some think that the campaign could be a bit of a dig at Miller Lite’s recent TV ad which featured photos of real consumers, chosen through a social media campaign.
It wouldn't the first time that Newcastle Brown Ale has made fun of social media marketing.