Watch a bee's wings flap in Thatchers' slow-motion summertime campaign

Time slows down around Myrtle Farm in Somerset on Friday afternoons, according to the new TV spot for Thatchers cider.

The new ad will run on TV on 7 August, before going out in cinemas and online. It will first air on TV on 7 August.

Joint created the spot, which focuses on the family-run cider maker’s weekly practice of tasting the new batch before it is distributed.

Joint used a Phantom v1611 camera to shoot the ad at 45,000 frames per second, giving an extreme slow motion effect. The new spot also introduces Thatchers’ new strap line "what cider’s supposed to taste like".

(The ad is shot at 45,000 frames per second, allowing you to see a bee flap its wings)

Martin Thatcher, Thatchers’ managing director and the fourth generation in his family to run the business, said: "This new commercial is explaining why we take our tastings so seriously – really focussing on our values, the authenticity of our brand, and our dedication to the art of cider-making, great taste and perfection."

This is Joint's first campaign for Thatchers since winning the business in April, after a competitive pitch against TBWA\London and the incumbent, Bray Leino.

This article was first published on


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