Hawkstone, the record-breaking beer and cider brand founded by Jeremy Clarkson, made its much-anticipated television debut tonight after famously having its first-ever advert banned. The brand aired a 40-second solus spot 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.
For a brand that was born on social media and built on the honest, hard graft of British farming, the move to television’s biggest stage was a major milestone. The advert, titled ‘Kaleb’s Leap’, showcased the sheer effort that goes into every single pint of Hawkstone. The creative saw a heart-stopping moment where a freshly poured pint is knocked, and Kaleb must 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!”
The reaction to the primetime World Cup spot has cemented Hawkstone’s position as a major player in the UK beer market. 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.
