Morne van Greunen, Hunter’s marketing manager, says, "The TVC communicates how EDGE has reinvented the hop from the traditional world of beer into the refreshing world of cider."

The TVC's opening scene is a monk pouring harvested hops into a bag. As the camera pulls away, viewers are teleported 100 years later to a moving portrait of a German man in lederhosen as he contemplates a hops bud while rolling it between his fingers.

Hunter's EDGE – Reinvent the Game with EDGE

The TVC then progresses another 100 years to a buxom maid, laden with tankards in each hand. To introduce EDGE, the TVC cuts into a moment involving a hop exploding into a golden cider liquid and then pouring itself into a Hunter’s EDGE bottle. This is followed by the end scene, which shows a group of contemporaries having Hunter's EDGE while sitting on a blue couch.

The TVC, produced by BBDO, took two days to shoot around various sites in Cape Town, which includes historic buildings such as Rhodes House (the former headquarters of the Club Of Cape Town), The Kimberley Hotel, and the Crypt, a Jazz club below the St George’s Cathedral. The end scene featuring the contemporaries was shot at Green Point Park.

The TVC is directed by film director Fausto Becatti and produced by Daniel Kaplan from Bioscope Films.

Viewers can expect to see the TVC on all national TV stations and YouTube.

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