British cider brand Frosty Jack’s probably wouldn’t be described as a ‘premium’ product, however, its owner Aston Manor Cider aims to take it ever so slightly more upmarket by associating itself with a celebrity, even if that celebrity is Z-list.

The 26-year-old take-home apple cider brand has released its first television advertising campaign led by Hans Handerson, the world’s “most famous” celebrity hand model.

Created by McCann Birmingham, which first won the contract in 2014, the humorous multi-channel campaign will run across the U.K. with Handerson reliving some of his career’s glory days while promoting Frosty Jacks.

Grace Anthony, brand marketing manager at Aston Manor Cider, explained: “Following on from the success of our ‘Straight Outta Crumpton’ campaign by McCann Birmingham last summer, Aston Manor has been driven to disrupt the category further – this time through Frosty Jack’s.”

The brand said it decided to “skip” hiring a costly celebrity endorser to pass on savings to its customers.

Anthony continued: “The world is overrun with endless amounts of eye-watering costly celebrity endorsements. We therefore wanted to poke some fun by fabricating the world’s most extravagant, famous non-celebrity, and what better way than through a mysterious hand-model!”

With media handled by UM Birmingham, the integrated campaign will run through social, YouTube, VOD, and out of home locations across the U.K. alongside trade press.

“Frosty Jack’s is all about fun and affordability, so we wanted to do something unexpected whilst making sure customers can continue saving on their cider,” added Adam Bodfish, executive creative director at McCann Birmingham. “A new face for the brand wasn’t enough, so it was all hands-on deck in search for an alternative. Hans Handerson brings some much-needed humor to the category (and screens) without the price tag of a celebrity endorsement.”

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