Thatchers Cider has today (25 May) unveiled an innovative animated spot in partnership with Aardman, the studio behind classics such as Wallace & Gromit and Chicken Run.
Set to premiere on TV screens this evening, the 40-second spot lays bare Thatchers’ intricate production process – with typically vivid Aardman animations detailing how the cider maker achieves ‘pint-sized perfection’.
The hero film will be supported by an omnichannel campaign pushed out across broadcaster video-on-demand, cinema, YouTube, social media and out-of-home. Running through to August, the spot will look to capitalise on the key summer selling period.
“Partnering with Aardman, a truly iconic brand with such amazing creative genius, and situated in the West Country as we are, allows us to introduce consumers to a new light-hearted, storytelling creative about our ciders,” Thatchers managing director, Martin Thatcher said.
“With total commitment to quality, perfection and sustainability every step of the way, the commercial shines a spotlight on the Thatchers world in this contemporary way.”
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He continued: “This is a film that allows people to step into the world of Thatchers. Our passion for creating the most perfect cider is reflected in the genius of Aardman, whose animators have recreated life at Myrtle Farm in the most minute and exacting detail, from our iconic barn doors, to our hot air balloon where the basket was handwoven out of real straw. Fabric from our own workwear has even been used to create some of the costumes.
“In partnering with Aardman we’ve been in awe of their attention to detail, their pursuit of perfection, which truly resonates with all that we strive for at Thatchers.”
To achieve the desired look and feel, over 40 Aardman creatives worked on the film, with animators needing over 480 hours to shoot the 40-second work.
Aardman director, Wil Studd added:“I am thrilled to be directing a new advert for Thatchers, a cider brand that shares our passion for craft and attention to detail.
“As a paid-up cider enthusiast, I am drinking in the opportunity to bring the Thatchers family, farm, dog, and selected staff members to life with detailed puppets and sets.
Concluding, he said: “Being able to collaborate with such a well-established South West brand on this project is an honour, I’m eager to create a beautiful film that captures the essence of Thatchers and their focus on perfection.”
