Cider ad shows why Brits rarely see the sun

London agency St. Luke’s hits summer full throttle in its first campaign for Bulmers Cider. “Releasing the British summer since 1887” is the tag. Fair enough, but why release the campaign six weeks into the season? The timing seems a bit crazy, and the whole spot’s simply too frenzied and high-concept for its own good. Summer’s the time to kick back and relax. Cramming so much frenetic activity, costumes, effects and quick cuts into 30 seconds is tiring.