Heineken-owned cider brand Orchard Thieves has created a "reversible" commercial in Ireland in which the same story plays out either forwards or backwards.
The ad, by Irish agency Rothco, seems like your fairly typical alcohol spot aimed at millennials, but half way through the online ad, viewers are urged to rewind, and watch the action backwards. (This will also be the case for TV viewers, apparently).
Directed by Stevie Russell of Russell Curran, the spot follows a group of friends on their night out, seeing them party from day to night. In reverse, the spot sees them start their night in darkness and party straight through into the morning.
The spot is aimed at attracting more drinkers to the cider category and build on the brand's tagline "Be Bold."
"Orchard Thieves is all about finding our own bold way to do things and when the idea of a TV commercial that could be watched forwards and backwards was presented we were instantly intrigued," commented Emma-Jane McKeown, senior brand manager, Orchard Thieves, in a statement.