Droga5 Presents Patrick Stewart as a Podium for Strongbow’s ‘Award’

By Erik Oster 

Strongbow Hard Apple Ciders, the highest selling brand globally in the rapidly increasing hard cider market, launched a new phase of its “Cider at its Bestest” campaign from creative agency of record featuring Patrick Stewart.

Stewart takes his usual self-deprecating humor to new levels, playing a podium in the 15-second “Award.” He holds up an award Strongbow won at the 2014 World Beer Championships as the voiceover states “All we need to sell Strongbow Hard Cider is ice…and an award for best tasting hard cider” (that award was actually for “Best Tasting Common Cider” at the 2014 World Beer Championships). When Stewart peeks out from behind the award to ask if the director got the shot, he’s asked, “Remember that thing about keeping your face behind the award.”


While the style of humor certainly gels with Stewart’s persona, he’s also a longtime cider drinker and fan of the brand (see the video below). “As a cider fan, the idea of working with Strongbow was very appealing, and the tone of their creative idea paired perfectly with my own,” Stewart said in a statement. “We had a great time filming the spots, and I’m looking forward to my continued support of the campaign in the months ahead.”

The 15-second spot began broadcasting yesterday, with an alternate version of the same length, with a different ending, airing later in the year. In addition to the new ads, Strongbow is also launching two new flavor varieties — Strongbow Red Berries and Strongbow Ginger — which will be featured in a new variety pack launch.


Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Creative Directors: Rick Dodds & Steve Howell

Copywriter: Matt McCarron

Art Director: Conor Hagan

Chief Creation Officer: Sally-Ann Dale

Broadcast Producer: Bill Berg

Global Chief Strategy Officer: Jonny Bauer

Head of Strategy: Chet Gulland

Strategy Director: Dan Neumann

Communications Strategist: Kevin Wang

Group Account Director: Dan Gonda

Account Director: Nadia Malik

Account Manager: Ashton Atlas

Client: Strongbow Hard Ciders (Heineken USA)

Senior Brand Director: Charles Van Es

Brand Director: Alejandra de Obeso

Brand Manager: Eric Markus

Production Company: Caviar Content

Director: Ruben Fleischer

DOP: Dion Beebe

Executive Producer: Jasper Thomlinson

Executive Producer: Luke Ricci

Producer: Luke Thomlinson

Editorial: Work Editorial

Edito: Ben Jordan

Assistant Editor: Adam Witten

Executive Producer: Erica Thompson

Senior Producer: Sari Resnick

Post Production: The Mill