We've got to give it to Heineken, which owns and produces Newcastle Brown Ale. It's not afraid to laugh at itself (a tiny bit) in a recent ad.
A new series of television commercials for the beer cheekily admits to retouching some shots. "Handcrafted by master brewers, and hand-Photoshopped by underpaid interns," booms a knowing voice-over, followed by the tagline, "Newcastle: No bollocks."
The dinosaurs in hats are a nice touch, too.