Cider brand Stowford Press celebrates the British "everyman" in its first ever TV spot, by WCRS. Directed by Ed Morris, former creative director at Lowe, it's a tongue-in-cheek take on the lofty, heroic tone and language adopted by other drinks brands (including rival Strongbow). A series of normal-looking blokes are depicted performing small "acts of character" (such as managing to keep the barbecue going, or getting served at the bar). The tagline is "Press On".
The spot aims to build national reach for the brand, which is currently more regionally well known in the UK's West Country. Stowford Press, which is owned by Herefordshire-based Weston's, will also sponsor the England cricket team this summer. The push comes at a time when hard cider's popularity and sales are soaring. New brands entering the space include Stella Artois Cidre, and in the US, Boston Beer's Angry Orchard brand.