Super-strength cider White Lightning is to be advertised on television for the first time next month in a new fly-on-the-wall style campaign.
The Bulmers brand, which is 7.5 per cent alcohol by volume, will appear in two spots, to air on Channel 5 from July 1.
The ads were created by Bruce Dunlop & Associates, which was launched last year by former creative director of BSkyB, Bruce Dunlop.
A spokeswoman says: “The spots were all shot on 35mm in a fly-on-the-wall documentary style.
“They feature a slice of life – ordinary people getting ready to go on a night out.
“The creative agenda was to underplay the product and minimise the hard-sell strategy, focusing on character-driven sketches based on real White Lightning drinkers.”
In one spot a group of lads laugh at a man who wears a terrible jacket with pride. The other features a group of girls getting ready to go out who laugh at one girl with lipstick smeared on her teeth.