By Rebecca Stewart

Heineken is looking to attract more drinkers to the cider category with an innovative ‘fully reversible’ ad for its Orchard Thieves cider brand.

The ‘Start Bold/End Bold’ film follows a group of friends on a night out, showing them enjoying the delights of a roof terrace party as evening turns to morning. A second iteration of the spot, meanwhile, plays out the scenario in reverse while managing to tell the exact same story.

The backwards version can be seen in full below and viewers are being encouraged to rewind the spot, even on broadcast.

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Source: The Drum