In a sentence we’d never thought we’d write, sweet fruit cider Rekorderlig has pulled out the whacky for its new campaign, working with the choreographers behind Will Ferrell’s and John Heder’s Blades of Glory ice skating routines and the woman who was behind the wig making of Harry Potter.
It’s the first global brand campaign for the cider brand, with the team working with ad agency Saatchi & Saatchi in London.
The campaign aims to take the cider back to its Swedish routes, called Silver Skaters, and features two bizarre skaters called Henrik and Anders – based off the founders of Rekorderlig.
The brand campaign is aiming to target the millennial market, adding in Facebook and Instagram campaign elements alongside the big TV spots.
“In true Rekorderlig style, we’ve been bold enough to deliver a breathtaking creative and invest this primarily into social,” Nikki Langford, marketing manager for Chilli Marketing, the agency responsible for Rekorderlig’s global marketing.
“We believe that our core audience is more likely to engage with the brand and our amazing content in this space.”
The skaters in the spot are pretty damn talented. Check them out below.
There was a heap of people behind the scenes – some 128 of them – of which included the guys behind the Blades of Glory routines, and Harry Potter wig maker, Sarah Weatherburn. For a full list of credits, see the end of this article.
Director of the spot Andreas Nilsson said: “I have a pride for my homeland that has been reinvigorated by this project, especially when I learned how aspirational it is to be Swedish around the world.”
Langford added: “The vivid blue skies and the frozen lake reinforce a crisp refreshing feeling and while their routine is clearly unconventional, it’s undeniably ‘Beautifully Swedish’ and has a touch of quirky humour that Scandinavians are famous for.”
Kieron Barton, managing director of Chilli Marketing, 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.
“We believe it will live long in the memory and think that consumers will come away from viewing
this knowing that Rekorderlig Cider truly is ‘Beautifully Swedish’.”
Creative Agency: Saatchi & Saatchi London
Account Manager: Claudia Mazur, Ryan Lacey, James Donovan
Planner: Ronnie Crosbie
Art Director: Adam Chiappe
Copywriter: Adam Chiappe
Digital Creative Director Lloyd Salmons, Ant Cauchi, Dan Rutherford
Executive Creative Director: Andy Jex, Rob Potts
Producer: Josh Sanders
Production Company: Biscuit Filmworks
Production Manager: Kate Taylor
Production Designer: Andy Kelly
Producer: Charlotte Woodhead
DOP: Stephen Keith Roach
Director: Andreas Nilsson, Biscuit Filmworks
Photographer: Sebastian Stella