By Rebecca Stewart | Trends Editor

May 4, 2017 | 2 min read

Heineken is looking to attract more drinkers to the cider category with an innovative 'fully reversible' ad for its Orchard Thieves cider brand.

The 'Start Bold/End Bold' film follows a group of friends on a night out, showing them enjoying the delights of a roof terrace party as evening turns to morning. A second iteration of the spot, meanwhile, plays out the scenario in reverse while managing to tell the exact same story.

The backwards version can be seen in full below and viewers are being encouraged to rewind the spot, even on broadcast.

The spot revolves around the brand's ‘Be Bold’ strapline and is clearly skewed to younger viewers. It was created by independent creative shop Rothco.

“Orchard Thieves is all about finding our own bold way to do things and when the idea of a TV commercial that could be watched forwards and backwards was presented we were instantly intrigued,” said Orchard Thieves' senior brand manager Emma-Jane McKeown.

Heineken launched the drink in Ireland in 2015, marking the first cider offering from the group in the market. The brand is owned by New Zealand-based firm the Redwood Cider Company.

Advertising Heineken Rothco

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Over the past 23 years ROTHCO has risen to become a leading creative agency in Ireland. But they have always been driven by a global ambition. To this end they have produced campaigns that have run in 23 markets, for brands such as Heineken, Aon, Unilever, AIB, Hailo/MyTaxi, Rory McIlroy Inc., Kodak and Tesco.

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