The US arm of Heineken has extended the “100% honesty” campaign for its Newcastle Brown Ale brand in the country, with a series of TV ads comprised solely of still photos.

The push, entitled “No Bollocks 2013”, will roll out in the US throughout the year and coincides with a new 44cl can available in ten-packs nation-wide. The campaign also includes digital, out-of-home and in-bar signage, Heineken USA said late last week.

No financial details have been disclosed.

The original No Bollocks campaign launched in April last year.