#ifwewon

Aaah bollocks! Great comedy by Stephen Merchant and Newcastle Brown ale

Imagine how great America would have been if Great Britain won the Revolutionary War. And imagine how much beer Newcastle would've sold.

Back in February, Newcastle Brown Ale won everyone over - including the Americans - with their "If We Made It" ambush campaign around Superbowl.

Now the company and the agency Droga5 are back with a new campaign and it imagines what America would be like if Britain had won the Revolutionary War.

Every Independence Day, American beer companies design their cans with stars and stripes to celebrate the day with consumers and exploit the nation's strong sense of patriotism to sell more beer.

Newcastle Brown Ale think that's bollocks, mostly because they're British and they lost the war and thus not really invited to take part in the celebrations.

To get in on the holiday action despite the brand history and origin, and to poke fun at rampant patriotic displays by American brewers, Newcastle Brown Ale has created Independence Eve, an American "holiday" designed specifically to sell British beer. The idea was launched last year and very cleverly on July 3rd, Newcastle aim to encourage Americans to grab a Newcastle Brown Ale and toast to the country that nearly ran this one.

This year, Newcastle will celebrate Independence Eve by exploring how great America could have been if Great Britain had won the Revolutionary War. The "If We Won" program, launched yesterday, features 16 pieces of filmed content to help Newcastle celebrate the land that nearly became "Great Britain 2."