River Road Creative teamed up again with San Diego agency, Vitro, to produce the title graphics for the Newcastle "Lighter Side of Dark" campaign. One of the spots, titled "Favorite," made the Short List at the 2010 Cannes International Advertising Festival. In this humorous spot, a son learns he is not his parents' favorite child, and they try to soften the blow by giving him a case of the Newcastle Brown Ale.