Strongbow turns its tap off to bankers in new viral

By Sara Kimberley, campaignlive.co.uk, Tuesday, 31 August 2010 12:45PM

Strongbow is launching a spoof viral campaign on Friday (3 September), which sends up its own 'honours' ads and sends a clear snub to the City's fat cats.

Created by St Luke’s, the campaign opens with the same master of ceremonies as other Strongbow ads, with his familiar roll-call of workers who have earned their reward after a long day’s graft.

He declares that the next group of people have "suffered the storm and faced unwarranted criticism, but ended up bringing success on themselves", before stopping in mid-sentence when he realises he is commending "Bankers of the City of London".

Silence follows in the room with glares from the workers, which include the "Pork pie fillers of Melton Mowbray" and the "Sofa deliverymen of the M4 corridor" from the original ad.

The regal barmaid, who pours the pints of Strongbow for honoured workers, glares at the bankers before covering up the Strongbow bar tap. The strapline reads: ‘Bowtime Hard Earned’.

The campaign will be screened in cinemas national from 3 September, showing Oliver Stone’s new film – 'Wall Street:  Money Never Sleeps'.

Strongbow's Heineken UK brand manager Lucy Henderson said: "The viral brings an exciting new dimension to our marketing programme for Strongbow, which this year encompasses TV and radio campaigns, outdoor posters and major music festival activity. All of which will ensure the ‘Strongbow rewards hard graft’ message remains at the forefront of consumers’ minds."

St Luke’s creative director Al Young added: "The bumper profits reaped by the banking centre has ensured this story just runs and runs."

This article was first published on campaignlive.co.uk

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