Oh, those rascals over there at Newcastle! First they make a fine brown ale beloved by beer drinkers the world over, and then they make some of the more clever, viral advertising we’ve seen in years! Last year the brewery released a clever (and fake) behind-the-scenes reel in which actress Anna Kendrick “lambasted” Newcastle for pulling her Big Game ad:

This year the marketers from Newcastle turned their attention to Doritos annual Crash the Super Bowl contest, “submitting” an ad featuring a man who can’t find his bag of BLEEEEEP (they can’t say Doritos, get it? But we can!) but finding only beer. This spot should help them catch the excitement radiating off both Super Bowl XLIX and that beloved crunchy corn chip!