The four generations of the Thatchers cidermaking family are celebrated in a new TV advertising campaign devised in Bristol.
The advert, which made its debut on Monday in a 40-second format, was created by communications agency McCann Bristol. 
It is the agency’s first TV commercial for Thatchers since it was appointed at the beginning of this year to further build its brands as it aims to reach new customers across the UK.
McCann and Thatchers, which has been making cider on the family’s Myrtle Farm, near Weston-super-Mare, since 1904, describe the ad as a “light-hearted exploration of the contemporary meaning of family, featuring amusing and touching scenes of both blood-related families and modern takes on ‘family’ like close friends and colleagues”.
They add “It’s packed with stories that will resonate with people across the UK”.
Featuring a voice-over from Bath-born comedian Bill Bailey, the ad highlights the range of ciders during drinking occasions and family life.
As with previous Thatchers campaigns, managing director Martin Thatcher has a cameo role, this time joined by family members Anne and Eleanor. Cider makers Richard Johnson and Sophie Jennings also make appearances.
The ad was created by Zane Radcliffe and Ken Sara from McCann Bristol and shot by award-winning director Steve Reeves, who has filmed commercials for RBS, NatWest and Santander, working with Another Film Company, the London-based production company he co-founded. 
McCann group executive creative director Jon Elsom said: “The Thatcher family is deeply involved with life at Myrtle Farm. Their passion for quality and innovation is at the very soul of the business.
“They are the family cider makers, producing iconic brands including Gold, Haze, Rosé and the newly launched Cloudy Lemon. Our new approach illustrates the importance of that family commitment.
“When you come right down to it, whatever family means to you, both good and bad, no-one cares more than family.”
Martin Thatcher added: “This is an ad that’s warm with a smile in its heart. We hope everyone will be able to relate to it. The sense of family runs very strongly throughout all we do at Thatchers, from our heritage and traditions, through to our quality and expertise in cider making.
“It’s something we’re all very proud of, and we know it’s something that will always stay true. There’s never been a better time to reinforce the message of family and caring for each other.”
The advert will also be screened in a 30-second version between August 24 and 30. It will appear on ITV, ITV Digital, Sky, Channel 4 and Channel4 Digital (E4, Film4, More4, Box music channels and UKTV). It will also feature on social media and through a YouTube campaign.
Thatchers’ last TV campaign was created three years ago by London-based agency Joint with media buying handled by Bristol and Devon-based Bray Leino. Built around the What Cider’s Supposed to Taste Like tagline to promote Thatchers Gold, it was made by Father Ted director Declan Lowney.
McCann Bristol is part of McCann Worldgroup, the global marketing group that works with brands across 100-plus countries including advertising, relationship marketing, public relations and design.
