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| Author | Zoe Aresti |
Welcome back to DCM’s Creative of the Month – as the summer gradually winds downs, we can look back at some amazing creative work that has rightly been showcased on the biggest and best screens.
September has been a special month for new adverts. We’ve been treated to the return of Gio in Go Compare’s latest campaign, singing a slowed down version of the infamous theme tune with the Prague Philharmonic Orchestra, while the latest Lucozade creative takes the comedic route and shows us the impact the energy drink can have on our standard working day, whatever we may be doing.
However, DCM’s Creative of the Month is Thatchers’ ‘Time Stops’ advert. Filmed in Somerset at their Myrtle Farm, the ad describes the moment of excitement and anticipation every Friday at 12.30 when the cider-makers taste the vat. They then decide if it’s as good as it needs to be and ready to leave the farm, firmly putting the viewer at the centre of this excitement, which plays out in slow motion on screen as well as having a ripple effect felt by the local community. This slow motion effect becomes more dramatic the closer we get to taste time, increasing the sense of anticipation and drawing the audience into the story.
As with many recent alcohol adverts, ‘Time Stops’ showcases the dedication of cider-makers to great taste and perfection; the message that Thatchers wanted to communicate. Furthermore, the ad had natural cinematic quality both technically and visually, meaning it was a no brainer to show it on the big screen. ‘The director’s aim was to shoot a simple, every day scenes in a beautiful, cinematic way, giving the film a charm and honesty reflecting life on the farm’, said Yvonne Flannery, Thatchers Marketing Director.
Spreading their budget across film packs and an alcohol AGP, Thatchers up-weighted their presence alongside relevant titles indexing highly against their young, affluent male demographic, whilst increasing their reach in the broader AGP. Running with a film selection averaging a 74% male profile, they ran across all premium positions in-reel to further cement their affinity with film and the quality of their cider.