The campaign centers on two satirical films directed by Eoin Glaister, which lampoon the absurdity of digital culture. One narrative follows an AI life coach entangled in a romance with his own digital assistant, while the other features a wellness influencer performing ridiculous routines involving rubber chickens and tin foil. These characters are interrupted by 'Mr. Somersby,' a new brand mascot who encourages people to abandon their screens for the tangible, sun-drenched world of a chilled cider.
Somersby Targets Digital Burnout With Anti-Absurdity Campaign
Tired of AI life coaches and bizarre wellness trends, cider brand Somersby is launching a global campaign titled 'Time out from the Bullshit.' The initiative, created by agency Fold7, positions the brand as a playful, reality-grounded alternative to the increasingly chaotic and performative nature of modern social media feeds.
Laurent Cayet, Global Vice President at Carlsberg Group, describes the move as a necessary disruption in a world obsessed with manufactured perfection. Beyond the films, the brand is pushing its new Zero product line—marketed with the promise of zero alcohol, calories, sugar, and bullshit. This push is supported by a social media series developed with We Are Social, which features quirky content that earned a Lovie Award in 2025. The strategy rolls out across broadcast, digital, and outdoor channels to reinforce the brand's pivot toward a more agile and rebellious identity.
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