Blizzard of apple blossoms for Strongbow’s 2011 push

Cider brand Strongbow will kick off 2011 with an ad featuring what appears to be snow falling on a summer barbecue.

“Summer Blossom”, by Clemenger BBDO Melbourne, features apple blossoms blowing through the air. It debuts on TV on Sunday January 2.

Around 15m pieces of paper blossom were cut out of tissue paper, separated by a specially constructed high pressure air vacuum and shipped in from LA for the 60 second ad.  

Clive Coleman, Carlton & United Breweries’ group marketing manager for cider, said: “This new TVC really captures the fun-loving summer holiday spirit Strongbow is all about.

“It was truly an international production, sourcing everything from the director to the location to the paper blossom from Australia and beyond. We’re thrilled with the final result.”

The ad was filmed in New Zealand and directed by Mark Molloy.

Josh Robbins, creative director at Clemenger BBDO Melbourne, said: “This is a big moment for Strongbow that’s all about the brand blossoming into a summer icon. It takes you on a journey with friends that doesn’t end up where you think it will.”

The idea was created by Paul Reardon and Simon Bagnasco at Clemenger BBDO .

Director of Photography Greig Fraser used a 30 year old set of anamorphic lenses to shoot a wide, cinematic look for the ad.

One of the reasons for the heavy investment in the ad is that while the beer category has become increasingly hard to deliver growth in, cider is the fastest growing alcohol category in Australia.



  • CUB – Strongbow
  • Clive Coleman – Group Marketing Manager, Cider
  • Carlie Galloway – Brand Manager, Strongbow


  • Clemenger BBDO Melbourne
  • James McGrath – Creative Chairman
  • Ant Keogh – Executive Creative Director
  • Emma Hill & Josh Robbins – Creative Directors
  • Simon Bagnasco – Senior Creative
  • Paul Reardon – Senior Creative
  • Glenn Maddocks – Group Account Director
  • Brett Williams – Senior Account Director
  • Robert Coleman – Account Manager
  • Sonia von Bibra – Executive Producer
  • Mike Derepas – Planner Director


  • Production Company: Exit Films
  • Line Production Company: Automatic Films
  • Mark Molloy – Director
  • Wilf Sweetland – producer
  • Greig Fraser – Cinematographer
  • Mick Coote – Production Designer
  • Offline edit: The Butchery
  • Rohan Zerna – Offline editor
  • Post Production: Cutting Edge, Brisbane
  • VFX Supervisor: Colin Renshaw
  • VFX Producer: Flavia Dias Riley
  • Compositors: Urs Furrer, Matt Chance, Colin Renshaw
  • Digital Matte Painter: Richard Deavin


  • Karl Richter – Music Supervisor (Level Two Music)
  • John Lee – Additional Mixing & Production (Electric Dreams)
  • Cornel Wilczek – Producer (Electric Dreams)


  • Final Sound
  • Craig Conway – Sound Engineer

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