Other ciders prattle on about how they mollie-coddle their apples all the way to the bottle, Strongbow is different - our apples are ripped from the trees by an army of archers, because Strongbow Gold is the explosive taste of nature.

I wrote this script with Mike Mesbur for Y&R as a part of a last minute pitch to Heineken. We turned the creative around in three days and the ad was shot just over a month later. As often happens when you're a freelancer, I didn't get to art direct the shoot. The concept we created was rolled out across every aspect of the launch by Heineken's other roster agencies and was launched to Italy initially before being rolled out to other markets around the world.