A brand narrative that’s built around Orchard Thieves’ simple worldview that if you start bold, you’ll end bold.

Heineken’s cider brand, Orchard Thieves keeps true to the brand’s mantra of ‘Be bold’ with it’s latest ad.

The story follows a group of friends on their night out and shows them partying from day to night. The narrative works in both directions and regardless of whether you view the ad forwards or backwards, it delivers a similar story.

https://www.youtube.com/watch?v=siuSBLwuwHw

Sure it’s a bit of a gimmick but it’s done well. By keeping the brand’s mantra and personality at the heart of the brief, the result is also a more authentic brand story. In particular, I think the soundtrack really makes the ad.

“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,” comments Emma-Jane McKeown, Senior Brand Manager, Orchard Thieves.

This is the second for Orchard Thieves. Below is their launch ad.

https://www.youtube.com/watch?v=q9auaGIQHOo

Michael Hughes

Michael is Managing Partner and Strategy Director at Truly Deeply, a brand agency with 25 years’ experience working with brands to position them for growth. His deep expertise is in unlocking the strategic power of your brand to create a differentiated, compelling and authentic brand proposition that will engage all your audiences. Michael has extensive experience working across Australia and the Middle East working with leading Australian and International organisations across just about every sector.