Strongbow is unveiling a new ad as part of its "earn it" campaign. The 60-second TV spot shows various men about to take on different challenges – such as making a best man’s speech and scoring a penalty in a football match – that are amplified into surreal Herculean feats. St Luke’s created the campaign, with media planning and buying handled by Starcom MediaVest Group. The campaign includes experiential and digital activity, with the latter created by Lean Mean Fighting Machine. The TV work was written by Al Young, art directed by Julian Vizard and directed by Sam Brown through Rogue.