Angry Orchard uses the flawed first take of its ad to promote its unfiltered cider
Angry Orchard’s head cider maker Ryan Burk apparently doesn’t much like being on camer. So to get him to be the lead on the brand’s new Crisp Apple Unfiltered spot took some coaxing.
Ryan Burk does an Angry Orchard ad in one take
That he was tasked to do the spot in one take put extra pressure on Burk, but – except for a funny minor flub – he pulled it off.
Taking inspiration from the 'unfiltered' nature of its Crisp Apple 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, 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 a commercial.
The scene comes up on 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, “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 alongside his battle with wasps on set.
The spot, along with several 15-second ‘Unfiltered’ social sketches, will run across digital and social platforms starting in November through the end of the year, with more to come in 2020.
See the videos by clicking on the Creative Works box below.
