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Strongbow is trying a change of tack with its new TV campaign by focusing on the cider’s Herefordshire provenance. St Luke’s created the ad, which, instead of centring on consumers "earning" their pint of Strongbow, shows the farmers who work in the sun and rain to grow and pick the apples that are used in the cider. Strongbow hopes that the campaign will promote the brand as a quality drink as newer brands such as Somersby and Magners have entered the market. The ad’s soundtrack is Keep In The Dark by Temples. The work was created by Mick Brigdale and directed by Steve Cope through Rattling Stick.