Made In The Dark (But Best Enjoyed Outdoor)


With London broiling under an unseasonably hot sun, and yours truly suffering from an embarrassingly prominent bout of April sunburn (I blame the Scottish ancestry for my pasty pale skin) Magners are targeting thirsty commuters with a campaign on the capital’s underground network.

The centrepiece is an 180 degree wrap, designed to deliver maximum impact at Oxford Circus station, and underlining Magners claim to be ‘made in the dark.’

Planning on going to the Topshop spring sale? You'll want at least six of these first.

Setting aside the fact that I presumed all cider is made in the dark (or to give it its technical term, a ‘barrel’) it’s quite a cool creative concept, that’s explained in more detail in the accompanying TV spot:

The brand – working in partnership with CBS Outdoor – will have a consistent presence on the London Underground throughout the summer, using creative specially tailored to stations at Angel, Clapham Common, Camden Town and Leicester Square.

Let’s hope it’s a hot one.


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