TBWA GGT Simons Palmer has unveiled a new advertising campaign for
Scrumpy Jack which puts the cider brand at the heart of the debate over
the future of the English countryside.
The television campaign, which breaks on 16 June, introduces a gang of
idealistic young eco-protesters - and a new endline: ’In association
with Scrumpy Jack. Because no countryside means no apples.’
The first ad opens on a shot of a paving stone being lifted under cover
of darkness and the view widens to show a couple of protesters carefully
planting a young tree - in the middle of Oxford Street. ’Too much
concrete, not enough trees,’ agree the young men as they toast their
handiwork with bottles of Scrumpy Jack. Finally, a policeman approaches
to find out what they’ve been up to.
A second execution shows the protesters grazing a flock of sheep on some
lush grass, while holding forth about the ancient practice of allowing
animals free range over common land. The camera sweeps back to reveal
that the sheep are nibbling away at a patch of grass in Parliament
A third commercial tackles the environment issue head on by claiming to
be the first ever ’carbon neutral advertising campaign’ - because a
protester actually plants a tree while he is being filmed in order to
absorb any excess carbon generated by production of the ad.
The campaign was written and art directed by Paul Belford and Nigel
Roberts at TBWA, and the films were shot by Kirk Jones through Tomboy
Films. Media planning was handled by Unity and buying by MindShare.