Aardman uses its world-class skills in perfectly crafted hand-made miniature worlds to bring Thatchers’ expertise to the screen. Iconic elements of Myrtle Farm, such as its orchards, help tell the story of carefully crafting the perfect drop of cider. Some familiar faces make an appearance throughout the commercial, including fourth generation cider maker Martin Thatcher making a big entrance for the weekly 12.30 tasting. Viewers may also recognise the iconic Thatchers hot air balloon from previous ads, as well as Myrtle, the family dog.
The commercial, conceptualised by creative communications agency Bray Leino, has been directed by Will Studd from Aardman and produced by Danny Gallagher, and follows the cider making journey from the orchards to glass, through Aardman’s unique and characterful story telling technique.
Martin Thatcher, who has had cameo appearances in all of Thatchers recent TV ads, says, “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.
“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.”
With total dedication to their craft, a team of 40 creatives at Aardman were involved in the film, with animators alone needing over 480 hours to shoot the 40 second commercial.
Will Studd, director at Aardman adds: “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.
“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.”
Martin continues, “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.”
The commercial will have a multi-media launch, with the campaign continuing through to August. This will include linear TV, broadcast video on demand, cinema and YouTube. This will be enhanced with 48 sheet and 6 sheet OOH, and a consumer focussed social media campaign.