The 40 second ad, called Summer HQ, “shows the lengths the Bulmers work force are prepared to go to in order to create and release the perfect summer’s day”, according to Heineken UK.
The campaign uses the new strapline Releasing the British summer since 1887.
Fiona Kennie, senior brand manager, said: “Bulmers was the pioneer of cider. Summer HQ encapsulates the sunshine, vitality and optimism we associate with summer and is a celebration of the relationship Bulmers has enjoyed over five generations with cider drinkers in Britain.”
The new ad is part of a multi-million pound marketing programme for Bulmers this year and will be supported by outdoor advertising, an experiential campaign and a series of limited edition product variants which kicked off with the launch of Bulmers Summer Blend in March.