Bulmers Original, the Scottish & Newcastle-owned rival to Magners cider, is launching its first TV ad today (Wednesday).
The 30-second execution, filmed in Cuba and Canada, shows bottles of Bulmers Original accidentally falling off a container ship into the sea. The camera then follows them underwater as they shoal together like fish, before swimming away.
A National Geographic-style voiceover says: “Because every bottle of Bulmers Original cider is chill filtered at zero degrees when it’s made, each one follows a natural instinct.”
The bottles then head up a river, scaling waterfalls and evading bears as they go. Eventually, one bottle breaks through the ice at journey’s end and is grabbed, opened and drunk by a woman who, with a group of friends, is enjoying a riverside bonfire.
The ad has been created by Glasgow-based agency Frame, with media planning and buying by Starcom MediaVest. It will run nationally across terrestrial and satellite channels until Christmas.