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01/11/2015 02:29 pm ET Updated Jan 14, 2015

Newcastle Spoofs Doritos To Score Early Victory In Super Bowl Ad Ambush

Newcastle Brown Ale is sneaking into the Super Bowl ad game again.

Its new ambush commercial spoofs Doritos' annual Crash the Super Bowl commercial contest for independent filmmakers.

In the parody, a man searches for a bleeped-out brand of chips, but we see only Newcastle product placement.

The low-budget silliness is presented as an "(UN)OFFICIAL SNACK CHIP CONTEST SUBMISSION." It's a fun way for Newcastle to infiltrate the Super Bowl ad conversation without paying the reported $4.5 million for 30 seconds for this year's game on NBC.

Newcastle scored big last year with actress Anna Kendrick in "Behind the Scenes of the Mega Huge Football Game Ad Newcastle Brown Ale Almost Made."

"We had such a good time almost making that Huge Sports Match ad last year, we decided we'd stop at nothing to finally make our way into the Really Large American Football Contest in 2015," the brand told AdWeek. "Even if we still can't afford it."

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