Jeremy Clarkson’s beer and cider brand, Hawkstone, has made it onto TV after its fame received an unexpected boost [read: ban] last year. It’s first TVC was banned for using swear words.

The brand, that was born on social media and built on the honest, hard graft of British farming, went to air in the final break before England’s FIFA World Cup match against Croatia, with Diddly Squat Farm’s Kaleb Cooper taking centre stage as the unlikely stuntman.

Kaleb’s Leap highlights the sheer effort that goes into every single pint of Hawkstone with a heart-stopping moment where a freshly poured pint is knocked, and Kaleb has to embark on a heroic, slow-motion dive to save it. As he flies through the air, his life of farming flashes before his eyes – a montage of mud, sweat, and toil.

The campaign is a direct, tongue-in-cheek nod to the brand’s tagline, Hard to make, Easy to drink, and reinforces the message that if something takes that much effort to create, it’s definitely worth saving.

Kaleb Cooper, star of the ad and cider ambassador commented, “It was a long day for 40 seconds on the telly. Could’ve harvested a whole field in that time. But, if it shows everyone the effort that goes into making a proper British beer, then it’s worth it. And I was pretty happy with my very first stunt too.”

By launching during a moment of national pride, the brand has doubled down on its mission to #BackBritishFarming, encouraging the nation to support England by drinking a beer that’s proudly born and brewed in Britain.

Credits:
Client: Hawkstone
Founders: Johnny Hornby & Jeremy Clarkson

Agency: The & Partnership
Chief Creative Officer Andre Moreira
Creative Director: Jim Bolton
TV Producer: Georgia Evert
Head of &Accelerate: Tom Sutton
Business Director: Nathan Brocklesby
Account Manager: Tahnee Hadfield
Media Account Manager: Alexander Czapski
Head of Design: Dan Beckett
Senior Designer: Jana Fontoura
Chief Strategy Officer: Oliver Egan

Production Company: Lynch-Robinson films
Director: Kit Lynch-Robinson
Producer: Jon Stopp
Production Manager: Thom Green
Production Assistant: Katie Savva
DOP – Pub: Alex Barber
DOP – Farming: Casper Lever
Offline Editor: Denis Marx
1st Assistant Director: Joe Carter

Post Production: Rascal Studio
Creative Director: Kalle Lundberg
2D Lead: Antonio Jimenez
VFX Producer: Chloe Ensor
Executive Producer: Magda Krimitsou
Production Assistant: Amy Peat
Colourist: Dan Levy
Colour Assist: Michael Sherlock-Pearce & Rory Leighton
Sound Design: Alex BinghamSenior Sound Producer: Clementine Beck
Sound Producer: Charlie McElhinney

Watch the ad too racy for TV: