Shown on screen: The top of a white desk seen from the front – top right of screen: a container with several 8 balls piled in it, center left: a stapler on a book with 4 push pins scattered in front of it.
The words “Close your eyes” appears in the center of the screen.
Elderly man’s voice over begins:
“Close your eyes.”
“Seriously close them.”
“now imagine”
“a lemon, a big yellow dimply lemon”
“Now open”
Shown on screen: An apple appears in the center of the screen.
“Is this what your mind saw?”
“Walk with me”
“I’ll start from the beginning.”
Shown on screen: The camera slowly pans right across the desk, a half full glass of water comes into view, there are random objects placed around the glass, including, 3 dice in different places and a pile of 3 white elastic bands.
“The Great Depression”
“That’s when Leo Burnett first opened his doors and put out apples in the lobby”
“Apples that one sour newspaper writer published”
“Leo would be out on the street selling in the street in n time”
“This is how the apple became our symbol of creativity and optimism in tough times”
“And ever since a bowl of apples has stood proud in every Leo office for 86 consecutive years until…”
“The pandemic”
Shown on screen: The glass of water starts filling and transforms into cider
“So, in the year that gave us lemons we looked to our apple”
“Recalling all that it stands for and made cider”
Shown on screen: The glass turns into a white can, with the word cider and an illustrated red apple with one green leaf on it
“To those who keep the standard impossibly high in tough times.”
“We share our refreshing metaphor…with you”
Shown on screen: From the right, a QR Code slides in. With the words “scan for a free pack.” above it.
In a year that gave us all lemons, we made apple cider…