Carlton & United Breweries’ Mercury Hard Cider is inviting Australians to ‘Explore the Dark Side of Cider’ to promote the launch of two flavors, Crushed Raspberry and Crushed Passionfruit.
The cinematic spot, a mystery adventure, created by Clemenger BBDO Melbourne and directed by Sweetshop’s Tom Gould ends in a hard cider party in the woods.
“When we talk to our consumers, they tell us they love to drink Mercury Hard Cider in higher tempo & party occasions,” said Mercury Hard Cider, Senior Marketing Manager, Marc Lord. “We’ve embraced our role with consumers with this new energetic creative direction, by subverting the category norms & bringing some excitement – as only Mercury Hard can do.”
“The cider category has long lived in a world of bright skies, sunny orchids, and rustic apple crates,” said Clemenger BBDO Melbourne Executive Creative Director, Jim Curtis. “Hence, why it’s the perfect time for people to start exploring the other side of cider. The darker side. This is the world we aimed to bring to life in this campaign.”
“I loved working on these scripts,” said Tom Gould, Director at Sweetshop. “The production process was collaborative from the very beginning – I was Directing in New York with my team, and the client and agency were on the ground in Melbourne. I have always wanted to use aerial lighting techniques for something special, so it was exciting being able to bring our orchard to life in this way.”
Client: Carlton & United Breweries
Brian Phan – General Manager, Marketing
Stephen Amiet – General Manager, Sales – Southern
Marc Lord – Senior Marketing Manager
Wendy Lin – Assistant Brand Manager
Creative agency: Clemenger BBDO Melbourne
Production Company: Sweetshop
Director: Tom Gould
Executive Producer: Greg Fyson
Line Producer: Sophia Rothbart
Managing Director: Edward Pontifex
DOP: Patrick Golan
Offline Editor: Joe Kell
Post Production: Arc Edit
Music House: Copra Recordings
Sound House: Rumble Studios
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