“Orchard Charge” was shot on location in Magners' orchards in County Tipperary, and shows real Magners employees and players from the local rugby club. It will run on the ITV network throughout the Rugby World Cup.
The tongue-in-cheek ad follows on from a series of seasonal, feel-good ads Magners has been airing since it started trialling the over-ice cider in parts of England and Scotland in 2005.
The TV campaign will be backed by ads on national newspaper websites and posters in Wales and Scotland.
Marketing director Maurice Breen said: “This campaign builds on Magners’ strong association with rugby at a key time of year for the sport. We have invested substantially in rugby both with individual teams and through the Magners League, so this new advertising campaign has a synergy with our commitment to the sport as well as the busy autumn rugby calendar.”