Ad of the Week: Thatchers plays quality card in eccentric, slow-motion success

It’s hard for brands to balance an artisanal, homely image with big success. Thatchers has recently sought to play up its rural history with a part-animated, slightly cheap-looking TV spot.

But now it’s changed tack. In its new, lavishly produced ad, Thatchers implicitly acknowledges a reasonable marketing budget. The idea is that, at 12.30pm every Friday, there’s a slow-motion moment of anticipation at its farm, as the chief cidermaker prepares to taste the latest batch. So we get some idyllic high frame-rate treats: bees buzzing, workers munching lunch, and exquisitely fizzing cider.

This ritual plays up Thatchers’ obsession with quality - crucially in an eccentric, non-corporate way. And, of course, everything looks great. Smart work!