BMF and @radical.media have joined forces to create a TV ad with a twist for Toohey's 5 Seeds cider.

Shot in regional NSW, the advertisement follows the journey of the Toohey's 5 Seeds delivery girls from the apple orchard to the local pub – but, in line with the drink, they are 'not as sweet as you think'.

Created by BMF and directed by Ben West who is the latest addition to the @radical.media stable, the ad exploits the fact that 5 Seeds is designed for drinkers who don't like super-sweet cider.

Shane Bradnick, BMF executive creative director, said bringing the 5 Seeds brand promise to life was great fun.
“Taking things that are all sweet and light on first inspection and then giving them a less-than-sweet twist was great,” he said. “If you look carefully, 'not as sweet as you think' works on all sorts of levels throughout the ad.”

Jon Bradshaw, Lion brand director, said the new campaign was developed to deliver on the original Tooheys 5 Seeds brand promise – to shake up the old-fashioned cider market.

“Since we launched Toohey’s 5 Seeds in October 2009, the cider category has become highly competitive and has shown particularly strong growth over the past 12 months,” he said. “This new campaign showcases Toohey’s 5 Seeds' position at the forefront of this category by providing a fresh and clever approach that sets it apart from its competitors.”

The release of the new ad coincides with the release of a new addition to the Toohey's range, Cloudy Apple.

;oref=http%3A%2F%2Fwww.youtube.com%2Fresults%3Fsearch_query%3D5%2BSeeds%2BTooheys%26oq%3D5%2BSeeds%2BTooheys%26aq%3Df%26aqi%3D%26aql%3D%26gs_sm%3De%26gs_upl%3D63723l112587l0l112784l28l18l0l0l0l0l0l0ll0l0&has_verified=1