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.
Credits:
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