The four 10 second spots feature the workers who put the effort in to ensure that tournaments like the World Cup run smoothly are enjoyed by those at home and at the matches. They spotlight groundsmen, floodlight installers, window fitters and conservatory fitters
The campaign has been created by St Luke’s and continues the grafter theme for the Heineken brand from the recent 60” TV ad “Honours”, which positions the brand as the ultimate reward in refreshment after a hard day’s work.
The ads close with a shot of a refreshing pint of Strongbow and the strapline, “Bowtime Hard Earned”, as the brand’s iconic arrows thud into the bar counter.
Lucy Henderson, brand manager of Strongbow, says: “We wanted to celebrate the hard work of the unsung heroes of football and the theme fits well with this summer’s World Cup giving Strongbow a strong TV presence throughout the tournament.
The battle for share of throat in cider has hotted up with recent entry into the market Kopparberg ramping up marketing activity via a tie-in with rock band Joy Formidable.