Not unlike the time that the then-new Nets ownership group put up a billboard in sight of the Knicks’ Madison Square Garden, Heineken is using similar tactics in a campaign promoting Newcastle. Newcastle’s agency, Droga5, is behind a campaign in which the Newcastle maker has “ambushed” Stella Artois billboards in mocking fashion.

The Stella ad reads, “It’s a chalice. Not a glass.” The Newcastle ad reads, “Who uses the word chalice?”

In a “No Bollocks” campaign recently launched on Youtube, the company again goes after marketing of the chalice and of beer ads objectifying women.