Somersby cider’s first major ad push is one of those great ideas that seems obvious in retrospect. Just how has no one linked apples with apple before?

The Carlsberg brand expertly sends up the trendy, modern-day ‘Apple Store’. A team of hipster staff count down to opening time, before showing gormless customers how their exciting new product ‘works’. It’s clever, funny and delicately done - an affectionate tribute to the computer giant, rather than a cynical mockery.

On top of all this, there’s the delicious crunch of some nice apple/computer puns, including a smart ‘interface’ gag. The witty (if grammatically incorrect) tagline - ‘less apps - more apples’ is the icing on an already pretty tasty cake.