Heineken will turn back the clock in its latest Bulmers cider ad.

A 60-second TV ad - part of the In the Beginning brand positioning revealed last August - follows groups of twenty-somethings enjoying a summer night in the city, but plays out events in reverse, so the ad ends at the beginning with the first drink of the evening.

The new campaign will air in mid-March, and Heineken claims it’s the biggest marketing investment in Bulmers to date.

Bulmers launched 4% abv Bold Black Cherry and Pressed Red Grape flavours last month following a 405% year-on-year sales increase [Nielsen 52 w/e 13 October 2012] in its flavoured No 17 cider.