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Somersby Cider's £10m Launch Campaign

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"Less apps, more apples" created by Fold7 & shot by RSA's Mat Kirkby

Somersby Cider's £10m Launch Campaign

 

Somersby, the cider brand, has released a TV campaign by Fold7 for its UK launch, which parodies the excitement and anticipation around the launch of the latest tech gadgets. The ad is a humorous play on the vernacular around digital technology, including phrases such as “16pip”, “32pip”, and “lift towards the mouth and inter-face”.
 
 
The work, which targets both men and women, is the first by Fold7 for the brand since picking up the business in February this year. The TV spot, which breaks on March 26th, was written by Ryan Newey and directed by Mat Kirkby through RSA Films.
 
David Scott, Somersby’s director of marketing, said: “We are investing significantly in the UK launch of Somersby and Fold7 have created an ad that taps into the typically British sense of humour. We have developed a cider specifically for the UK market, which has a more balanced, refreshing taste and will appeal to both male and female consumers. The ad is the perfect way to launch it and connect with this audience.”
 
Ryan Newey, at Fold7, said: “Somersby has a great opportunity to shake up the cider category with its differentiated taste. We wanted to make an ad that would be similarly game-changing for the sector.”
 
Credits
 
Creative Director: Ryan Newey 
Creative Team: Rob Porteous & Dave Askwith
Account Director: Harry Sheward
Agency Producer: Sam Balderstone                                                          
Photographer   
Director/ Production Co: Mat Kirkby – RSA Films
Producer: Garfield Kempton
Editor: Joe Guest – Final Cut
Post Production: Big Buoy
Sound Design: Gary Walker, 750mph
Typographer     
DoP: Magni Agustsson
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lbbonline.com, Tue, 26 Mar 2013 13:16:06 GMT