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Newcastle Brown Ale ridicules its rival Stella Artois in a strategically placed new outdoor ad as part of its new US campaign, "no bollocks".

Three TV ads in the campaign parody the glamour seen in ads from other brands in the sector, aiming to send up the pretence with its "no bollocks" endline.

Charles van Es, the brand director of the Newcastle Brown Ale, said: "With this campaign, we are going to be very honest with our consumers.

"Our guys know it when they are marketed to, so we believe it’s time for a beer brand to give it to them straight, just like their best mates would do."