Hero - | Clapboard Ad Archive

Strongbow’s Hero campaign, created for the launch of Strongbow Gold cider in Ireland and produced by its agency partner, arrived in 2011 with an ambition that stood out in the crowded Food & Drink market category. Anchored by a sweeping 60-second film, the campaign opts for sheer cinematic scale: 200 men outfitted in leather, majestic horses galloping across rugged landscapes, and an abundance of apples—all elements meticulously orchestrated to symbolize the heroic and natural qualities the brand seeks to own. Rather than relying on product demonstration or a conventional narrative, Hero employed what Clapboard’s taxonomy would classify as FORMAT#9 — Symbolize the Benefit — turning the cider’s attributes into mythic spectacle. The striking visuals, captured using state-of-the-art RED MX and Phantom Flex cameras, deliver a grandiose sense of movement and ritual, conjuring imagery that suggests legendary quests and epic rewards, and positioning Strongbow Gold as a drink for those who see themselves as courageous, bold, and a cut above the ordinary. The thematic through-line is reinforced by the dynamic, propulsive soundtrack, which injects the spot with momentum and underscores the brand’s message of strength and craftsmanship, elevating Strongbow’s presence as a modern yet tradition-rooted contender in the alcoholic drinks sector. Every production decision, from the scale of the casting to the deployment of massive cranes and the symbolism-laden mise-en-scène, is calibrated to create a lasting, aspirational impression, detaching the beverage from everyday consumption and placing it firmly within the territory of identity and aspiration. Without hinging on direct benefit or lifestyle demonstration, the campaign crafts a cinematic allegory, inviting consumers to associate Strongbow Gold not just with refreshment but with heroic character and epic self-mythology. Clapboard rates this 63/100. As an exercise in visual bravado and archetypal storytelling, Hero remains a salient case study for how brands in the Food & Drink category can employ spectacle and mythic symbolism to rise above product parity and stamp their mark on a national consciousness.