Ever since comparative advertising became less frowned upon, quite a few brands have taken the opportunity to make a jab at their competitor. Newcastle is one such brand, having recently unveiled a new campaign that takes jabs against its Stella Artois competitor.

Their outdoor campaign, placed so deliberately below competitor Stella Artois, is a two-fold jab. Not only is the Stella brand famous for its intricately painted billboards which the styling imitates, but the chalice is one of the cornerstones of their drinking experience. Newcastle even took it a step further with this quick spot:

Followers of the ad world might not be surprised to see such tactics used. Recall the outdoor bout had by Audi and BMW last year.

Newcastle's change in personality, coupled with the calling out of their competitor, is a strategic move following the growing trend of one-upmanship between brands. While some may consider it childish, we think that there is a welcomed humanizing quality to it all. For more snarkiness from the new and outspoken Newcastle personality, see below.