Ladrón de Manzanas is the first cider to be launched in the Spanish market aimed at large-scale consumption.

In a country where beer reigns supreme in beverages, cider represents a revolution, a drastic change in people's habits, an alternative in the monotony of bars.

The LDM logo is a fox, reflecting this brand’s fresh, rogue, daring and intelligent personality. We draw the parallel between this animal and what the arrival of LDM means for bars: it's like a fox entering a chicken coop, turning everything upside-down. Here in Spanish the tagline of the brand’s launch had to be “Revoluciona el corral”, translated loosely as “shake up the yard”.

1. The tagline works literally because it evokes the fox that enters the henhouse and frightens the chickens.

2. Figuratively, it connotes people who do something daring, shocking others and taking them out of their daily routines.

We start in the center of an empty city. There is no movement at all; suddenly, we see a chicken racing down the middle of a street. After a moment of tension, we see hundreds of chickens coming out of everywhere, forming an enormous stampede that crosses the entire city.

The chickens begin to invade everything: homes, offices, bars, cars, and even a photobooth that starts going crazy, taking shots indiscriminately.

Suddenly, a chicken that was walking calmly on a bed sees something on television that makes it jump through the window, looking for a safer space.

In the last shot, we see a hole in the fence in the shape of a fox, and then a close up pack shot. We hear a voice off camera say: Ladrón de Manzanas is here. A perfect combination of apples with a naturally refreshing taste. Ladrón de Manzanas. Shake up the yard”.