This Cider Commercial Plays Out Either Forwards or Backwards

Heineken's Orchard Thieves Tells the Story of a Party Two Ways

By Alexandra Jardine. Published on May 08, 2017

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Heineken-owned cider brand Orchard Thieves has created a "reversible" commercial in Ireland in which the same story plays out either forwards or backwards.

The ad, by Irish agency Rothco, seems like your fairly typical alcohol spot aimed at millennials, but half way through the online ad, viewers are urged to rewind, and watch the action backwards. (This will also be the case for TV viewers, apparently).

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.

The spot is aimed at attracting more drinkers to the cider category and build on the brand's tagline "Be Bold."

"Orchard Thieves is all about finding our own bold way to do things and when the idea of a TV commercial that could be watched forwards and backwards was presented we were instantly intrigued," commented Emma-Jane McKeown, senior brand manager, Orchard Thieves, in a statement.

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May 08, 2017
Agency Producer:
Jessica Derby
Orchard Thieves
Agency Producer:
Margaret Levingstone
Executive Creative Director:
Alan Kelly
Creative Director:
Emma Sharkey
Creative Director:
Ray Swan
Emma Sharkey
Art Director:
Ray Swan
Client Services Director:
Miriam Hendrick
Account Director:
Aedamair Cassidy
Account Manager:
Karen Kenny
Emer Fitzgerald
Director, Strategy:
Paul Hughes
Insight Strategy:
Sarah Walsh
Stevie Russell
Enjoy Yourself - Doris Day
Production Company:
Russell Curran
Post Production:
Ann Marie Curran
Post Production Supervisor:
Allen Sillery
Jake Walshe
Sound Director:
Will Farrell

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