"Orchard Charge" was shot in Magners' County Tipperary orchards and shows Magners employees and players from the local club. It will run on the ITV network throughout the Rugby World Cup.
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. This new advertising campaign has a synergy with our commitment to the sport as well as the busy autumn rugby calendar."
Magners cider is sponsoring a national comedy tour showcasing talent from the Edinburgh Festival Fringe. Edinburgh & Beyond is an extension of the brand's sponsorship of stand-up comedy channel Paramount 1.