Heineken-owned cider brand Strongbow is positioning itself as a "force of nature" in a new global campaign that eschews the pretty orchards and summer skies that have become typical of the sector and aims for something more dramatic and badass. And, of course, there's a goat.

The campaign supports the brand’s Gold Apple, Red Berry and low calorie Ultra Dark Fruit Cider by dramatizing the intense process its fruit ingredients go through to become delicious cider. That includes being "born in the dirt," subject to thunderstorms and wind, and being "kicked by goats," as described by the deep-voiced narrator, who notes that it isn't all "sunshine and rainbows."

The campaign was created via Amsterdam-based agency We Are Pi and directed by Djawid Hakimyar via Partizan. It will be launched in global markets including Mexico, Canada, Australia, Vietnam and Romania across out-of-home, digital, TV and social.