Agency: St Luke’s
This advert from Strongbow takes inspiration from Mel Gibson’s Braveheart movie, as the cider brand aims to ally itself with the UK’s working classes.
The ad, created by St Luke’s features hordes of “undervalued” roofers, gas fitters and road workers, and aims to tap into the disillusionment the public feel towards institutions such as banks and MPs.
It introduces the strapline “Hard earned”, to position Strongbow as a tipple for those who feel they’ve deserved it after a long day at work. The core idea is “workers as heroes”, said the agency.
The multi-million pound TV campaign launches on 24 May and will run through until October, supported by posters and radio ads.