Westons Cider has unveiled its Stowford Press TV ad, part of a GBP5m marketing spend for the cider brand centred on its Ashes cricket sponsorship.

The “It Men” ad, which was announced in March, aims to reach a third of the UK population and will air until September, Westons said today (3 July). The 60-second version of the ad can be seen above.

Westons head of marketing Ian Lewis said: “This advert represents a significant milestone in the 133-year history of Westons Cider. We are extremely excited about our ‘It Men’ campaign as we believe it will appeal to not only our loyal core consumer base but also bring in new consumers.”

Last year, Westons signed a three-year sponsorship deal with the English Cricket Board and is a co-sponsor of The Ashes through the Stowford brand.