Agency: St Luke’s
Strongbow, the UK’s biggest selling cider, is launching the third execution in its ‘hard graft’ campaign.
The execution created by St. Luke’s builds on the strength of pervious ads and continues to position the brand as the ultimate refreshing reward for a hard days work. The 60-second TV – called “Tall Order” - will break on April 11 and run throughout the year.
St Luke’s creative director, Al Young, said: “Grafters are unsung heroes and celebrating real work in tough times is more prescient than ever.”
In the ad, we see two heroes overcome all obstacles in a brave attempt to rescue a ‘damsel in distress’ - or more literally we see 2 blokes delivering a sofa to an old lady. The only trouble is that when they arrive they see that the lift is out, the old lady lives on the 25th floor and the building has a very narrow stairwell.
Like true grafters, our blokes soldier on and get the job done. Their reward is the satisfaction of a job well done and a refreshing pint of Strongbow at the end of the day. What remains to be seen however is, after all their hard work – will the old lady be happy with her sofa?
Lucy Henderson, brand manager - Strongbow at Heineken UK, said: “We wanted to continue the epic film theme from our previous ads, but introduce more narrative and show the men earning their reward as well as enjoying it.”