The quirky campaign, created by Saatchi & Saatchi, features two bearded ice skaters performing a daring routine on a Swedish lake. As they skate their coach mimes to the Swedish folk track Reindeer Herder.
At Saatchi & Saatchi London the executive creative directors were Andy Jex and Rob Potts. The creative was Adam Chiappe.
The campaign includes a 60-second film, which will launch online on 10 July. There will also be a 30-second version and 12 edits that will be used to target people through Instagram and Facebook. There will also be outdoor and in-store activity.
The film was directed by Andreas Nilsson through Biscuit Filmworks. Nilsson, who is Swedish, has directed music videos for artists including Goldfrapp and the Swedish electro duo, The Knife.
Kieron Barton, the managing director at Chilli Marketing, the agency responsible for Rekorderlig’s global promotion and distribution, said: "For us the cider category has become a little predictable on TV and we felt it needed something to invigorate it.
"Saatchi’s intuitively felt this communication should feel utterly ‘beautifully Swedish’. This shifts the focus from a somewhat staid approach for cider brands with apples and pears falling from trees, to a much more emotional one.
"The end result is an epic sensory overload with a soundtrack that is both haunting and euphoric. The whole thing leaves you wanting more."
Rekorderlig appointed Saatchi & Saatchi to its global ad account in September last year.
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