Droga5 knows user generated content. It also knows that UGC doesn’t have the best reputation in the ad world.
We almost feel like this new spot calling on Newcastle fans to submit their “mediocre” photos to create the brand’s upcoming ads is aimed at both cynical tweeters and ad creatives themselves.
Here’s the official description of the campaign:
“We love social content. Especially when you make it for us. Join us on Twitter (Twitter.com/Newcastle) and Facebook (Facebook.com/Newcastle), submit your photos with the #NewcastleAdAid tag between now and August 22, and we may make your photo into an ad (and we won’t have to pay for stock photography).”
The company’s brand director plays along, telling Marketing Daily:
“Newcastle spent a significant portion of its marketing budget on celebrity talent…Everyone knows user-generated content is a just ploy to get fans to do our work for us, and we’re just calling it like it is.”
We can’t imagine Stephen Merchant being all that expensive, but you will almost certainly be amused by the blatant mediocrity of some of the featured submissions after the jump.