No matter what you think of Newcastle, this is brilliant:
(Yes, the idea of a Heineken brand mocking an InBev brand's inauthenticity is absurd*, but it's a great ad.) Craft breweries could take a page from this playbook.
*And cynical. From the article: "As the agency puts it, 'Newcastle's heritage, its founder, hometown and
brewing process are all fair game. … It's beer advertising without all
the bollocks that usually comes with beer advertising.'" Of course, that's undiluted hogwash: Newcastle isn't even brewed in Newcastle anymore. And it's largely an export product, and the blue-collar-beer-for-burly-shipbuilders image is pure vamping.