Championing the great British pub

New Strongbow campaign celebrates ‘real pubs and real people’

A tune of unity: the new TV advert for Strongbow features local musicians and pubgoers coming together to sing ’80s classic Together in Electric Dreams

CELEBRATING ‘real pubs and real people’ is the focus of a major new multi-million pound campaign for Strongbow.

Parent firm Heineken launched the first in a series of TV adverts earlier this month as part of a wider consumer campaign.

Set in the north of England, the 60-second TV advert sees two friends – real life musicians Rob Waters and Chris Kinsley – perform the ’80s classic Together in Electric Dreams for locals. The one-minute spot builds to a crescendo as the locals all join in with the pub band’s rendition of the song.

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The advert ends with Strongbow’s signature sound of arrows hitting the bar and the line, ‘Refreshing People since 1960’.

It also represents the first time that a campaign has featured all three Strongbow ciders – Original, Strongbow Dark Fruit and Strongbow Cloudy Apple.

Emma Sherwood-Smith, cider director at Heineken, said: “Strongbow has always been famous for its iconic advertising reflecting the brand’s strong roots in the great British pub.

“To remind people of all those great times in pubs, we have called upon actual local music heroes who are masters in creating an electric atmosphere that brings everyone together.

“This is the first in a series of adverts where we’ll see local heroes celebrated. We’re going to be sharing positive, inspirational stories of the unsung heroes who make the great British pub so special. These are the people who bring us all together in pubs up and down the country, over a pint of Strongbow and make us feel united and proud. More importantly, we are going to bring this to life in pubs across the country.”

Over the next few months, Heineken will host a series of ‘Strongbow Nights’ that will see ‘local heroes’ perform in pubs across the UK.