Core blimey! What an inspiring apple

With the Old Testament opining that the fall of mankind was occasioned by Eve’s failure to avoid chomping down on the tempting tree fruit (Malus domestica), the concept of a powerful apple bite has long been a thing. 

This fun campaign created by McCann Bristol for Pink Lady Apples follows the shaggy dog tale of a frolicsome lass who finds herself moved to join in the fun at a dog show after a mouthful of Pink Lady. 

Directed by Andy Lambert through Dark Energy Films, the spot encourages consumers to ‘Find Your Fizz’ and springs from McCann's research that reveals many Brits, particularly younger women, are often hesitant to express their true selves due to fear of social judgement.

Along with finding the unusual ‘fiz’ of the crispy apple, the campaign encourages people to embrace their uniqueness and celebrate unapologetically those moments of joy and mischief that are often suppressed.