The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Frame launches TV push for Bulmers original

Author

By The Drum Team, Editorial

November 17, 2006 | 2 min read

Frame has launched its first TV work for cider brand, Bulmers Original, since winning the account in September.

The TV ad broke last week, and will run in the run-up to Christmas nationally, on terrestrial and satellite channels.

Directed by Martin Wedderburn through MTP, the 30 second commercial opens with a container ship anchored in a tropical setting. As it is being moved, a cable snaps and the door accidentally bursts open spilling its cargo of Bulmers Original into the sea.

Underwater shots show the brown bottles sinking slowly to the bed of the sea, before bursting into life and wriggling to swim together, forming a massive shoal.

A voiceover explains that “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 continue to swim against the current and occasionally break the water’s surface like leaping salmon, with a bear at one point lunging at them.

The camera closes in on a lone bottle as it swims upstream where it breaks through the ice. A protective hand reaches down as the voiceover triumphantly announces: “Cold. Crisp. Fresh. Safe at las...”. The narrative is cut short in mid-sentence as the bottle top is prised off by a man and passed to his female partner. The shot then cuts to a lakeside bonfire where the couple are drinking Bulmers with a group of friends and the voiceover declares, ‘Bulmers Original. Born for Ice.’

Written by Frame creative director Angus Walker, media planning and buying is through Starcom Mediavest.

Scottish & Newcastle is aiming to capitalise on the ‘over ice’ cider market, dominated at the moment by Magners.

Bulmers is the original name for Magners in Ireland. Bulmers Original is launching here with a similar ‘over ice’ presentation.

Frame recently launched a trade campaign for Bulmers, focusing mainly on the presentation method.

Trending

Industry insights

View all
Add your own content +