Strongbow has created 30 new versions of its Tall Order TV ad - with the last line in each written by its drinkers.
In January the cider brand invited its Facebook fans to rewrite one crucial line in the action movie inspired TV campaign and promised to broadcast the best.
It will run the chosen versions on TV, Facebook and YouTube every day in November.
The name of each person that has written one of the selected lines will appear on screen and also in the TV listings on the day their ad will be shown.
Brand manager Lucy Henderson said: "We wanted to really drive home the Strongbow ‘Hard Graft’ message this year, and what better way to do this than by asking our fans to put in a bit of their ‘own hard graft’ and be a part of the 2011 campaign.
"With over 140,000 Facebook fans, we were overwhelmed with the amount of great one-liners we received. By using their lines as part of the campaign we have managed to produce a truly new and integrated campaign for Strongbow which lands the ‘Hard Graft’ message and really connects with the audience.”
The Last Word campaign was created by Lean Mean Fighting Machine in collaboration with St Luke's.