The advertisements send up well-known fashion images from the Sixties onwards. One recreates the notorious Opium perfume ad from last year, which featured the model Sophie Dahl naked in a reclining position. The ad received more than 900 complaints and was eventually withdrawn. In the Newcastle Brown ad, Dahl is replaced by a male model wearing white overalls.
Other executions parody famous Calvin Klein images, as well as the iconic shot of Christine Keeler posing naked on a chair.
The campaign was created by Circus, with PR agency Leedex ensuring it receives the requisite amount of free coverage before officially launching in Manchester this October.
Newcastle Brown is being distributed in new 330ml bottles, and will also be available on draught outside Newcastle for the first time. Scottish Courage hopes the campaign will broaden the brand's appeal.