Hawkstone, the beer and cider brand founded by Jeremy Clarkson, has tapped into football fever in its first-ever TV campaign. 

The brand aired a 40-second spot in the final break before England’s FIFA World Cup match against Croatia, with Diddly Squat Farm’s Kaleb Cooper taking centre stage as the unlikely stuntman.

The advert, Kaleb’s Leap, was designed to showcase the effort that goes into every single pint of Hawkstone.

The creative leans on a familiar football fan experience, namely, a freshly poured pint being knocked over. 

The spot features a heroic, slow-motion dive to save it. As he flies through the air, his life of farming flashes before his eyes with a montage of mud, sweat, and toil.

The campaign is a direct, tongue-in-cheek nod to the brand’s tagline: ‘Hard to make, Easy to drink’.

Kaleb Cooper, star of the ad and cider ambassador, explained: “It was a long day for 40 seconds on the telly. Could've harvested a whole field in that time. But, if it shows everyone the effort that goes into making a proper British beer, then it’s worth it. And I was pretty happy with my very first stunt too!”

The brand has doubled down on its mission to #BackBritishFarming and redefined branded content in the process. The Hawsktone Farmers Choir successfully won Britain’s Got Talent.