"Start bold/end bold" is the second TV ad from Rothco for Orchard Thieves, Heineken's cider brand.
The ad comes in two versions. The first runs from start to finish as per usual, but the second has a quirk. It's exactly the same film, only this time screened in reverse.
The films have been built around the brand's "Be bold" mantra, which claims, "choose bold and you’ll always end up where you want to be".
Viewers are also being encouraged to rewind the films themselves as they watch them.
Both ads run from 4 May.