Angry Orchard: Unfiltered

Taking note from the concept of the Crisp Apple Unfiltered cider, Angry Orchard thought it would skip the filters on its latest ad. So, the brand set out to film the new ad in just one take.

The full-bodied and less-sweet hard cider is made to taste like freshly pressed cider straight from the orchard, and the spot takes place in one of the brand’s orchards. A series of cue cards tells the viewer what they’re about to see – releasing the first take of the commercial. The scene comes up on head cider maker Ryan Burk, who is sitting at a table with a pastoral scene behind him, flanked by apple branches.

Burk then gets up from the table and we see that there is a crew filming and holding props. He states, while walking through the orchard and by crew members, “you don’t need all this for us to tell you that Angry Orchard Unfiltered is hazy and less sweet, you just need to try it,” as he sets down the bottle on another table and walks off screen.

The camera is still rolling as we hear Burk saying, “I fucked it up…you just need to taste it,” he corrects himself, as the crew applauds.

A behind-the-scenes video shows the hours of planning, rehearsal and choreography that went into the ad, and shows Burk’s reticence to be on camera and his battle with wasps on set.