One
Facebook user recently commented, “what has this got to do with Strongbow?”
after seeing a picture of an apple on the Strongbow fan page. Well,
Gareth Jones* from Dorset, there are, in fact, over a billion British apples
used in the production of Strongbow every year. It’s this insight which is at
the core of Strongbow’s latest ad, Bittersweet. This 40” spot works to remind
consumers about all of the hard work which the farmers of Herefordshire put
into growing their apples.
It is the
unique bittersweet flavor of these apples which gives Strongbow it’s crisp,
sharp and refreshing taste. This divided palette has given inspiration to the
art direction of the ad, as through-out the majority of the advert we see both
the bitter and sweet side of the British apple farming process. We see the hard
working farmer fight through the cold, wet and snow one side of the screen,
while on the other side the same farmer is seen striding around his sun bathed
farm as we follow the apple’s journey from the tree into the glass.
This
was a particularly exciting project for St Luke’s as it allowed us to get to
the roots of Strongbow’s business and heritage
as well as utilise ground breaking cinematography. It is the use of the never
seen before 3D technique along with soundtrack which makes this ad so
distinctive and memorable. Watch the ad here.
*not
his real name
