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Orchard Thieves Cider: Viewing Forward
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This week sees the launch of Orchard Thieves' second TV campaign ‘Start Bold/End Bold'. Created by independent agency, Rothco, for Heineken's cider brand, it is a fully reversible commercial which has a narrative that works in both directions. Directed by Stevie Russell of Russell Curran, the spot follows a group of friends on their night out, seeing them party from day to night. In reverse, the spot sees them start their night in darkness and party straight through into the morning. Viewed either forwards or backwards, the commercial is one piece of film that, whichever way you view it, delivers the same cheeky story. The narrative is built around Orchard Thieves' simple worldview that if you start bold, you’ll end bold, and if you end bold, you obviously started bold!
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