They got Oscar-winning actress Anna Kendrick, already known for her sharp sense of humor, to make fun of Newcastle, the Super Bowl, beer commercials and herself. In the ad, Kendrick gets her hair done for a Super Bowl commercial that doesn't actually exist and that she won't get paid for.
Kendrick said she would want to take on the role because she "loves a challenge," but wonders if she has the looks for the Super Bowl's famously raunchy beer commercials.
“I’m approachable hot, like the hottest girl in your improv class hot,” she says. "Am I beer commercial hot? No."
Kendrick told Mashable that Newcastle encouraged her to disparage the brand.
"Because they don't take themselves so seriously, the more I abused the brand, the more they loved it," the 28-year-old actress said.
"It seemed like the obvious thing we had to do, and unfair to the world if we didn't," Newcastle brand director Quinn Kilbury told Ad Week. "The Super Bowl is great. The game is amazing, everyone loves the game. But it's become much more about marketing in some ways, and the over-the-top ridiculousness that surrounds it."