Magners is celebrating the summer time with a joyful new campaign designed to promote the joy of Magners to consumers.

The campaign titled, ‘That’s Magnertism’, has been created by Ark Agency to reintroduce the Magners brand as a staple of summertime. Injecting joy and dance into the pub setting, the campaign captures the unique energy of spending summertime together with an ice-cold drink.

At the heart of the campaign, a bold film brings rhythm and energy to ‘Magnertism’. The spot opens with a woman clicking her heels as she walks into a traditional pub. With sun soaking in through the open doors, a bartender pours a bottle of Magners over ice for the woman as she takes her seat at the bar. The pub erupts into dance and joy. Audiences are shown people's feet tapping to music, dancing in the beams of sunshine on the floor in an explosion of celebration and togetherness.

The spot has been directed by Tajana Tokyo of Somesuch. Tokyo brings a distinctive cinematic energy to the campaign. Her accolades include Best R&B/Soul Video at the UKMVAs, Best Music Video Director at the British Young Arrows, and Gold at the Shark Awards. 

“From the start, we wanted the films to feel like little moments of magnetism, charged with feeling, but never forced. There’s a quiet confidence to Magners and a real joy in how it fits into people’s lives. My aim was to reflect that with warmth, rhythm, and a touch of surreal energy that still feels grounded and relatable,” explained Tajana Tokyo, Director at Somesuch. 

She added: “The campaign captures the essence of summer. The moments you can’t quite put into words, but you know exactly when they happen. It’s about bringing those moments to life with a natural, effortless energy.”

The work is the first major campaign for Magners from Ark Agency. The campaign marks a new direction for Magners that aims to reinvigorate consumer love for the brand.

“We wanted to put Magners back where it belongs; in the hands of every summer lover, festival goer and get-out-on-the-grass type consumer across the UK, and with temperatures set to rise this weekend it looks like we’ve timed the campaign launch perfectly,” said Jane Parlon, Brand Marketing Director at Magners.

The campaign aims to capitalise on the brand’s heritage while reintroducing Magners to a new generation of drinkers. Magners has long been a staple of summer drinking in pub gardens, parks and festivals. As the days get longer and hotter, the campaign aims to position Magners in the minds of audiences as the perfect summer drink.

The campaign will run in the UK and international markets via TV, OOH, DOOH, social, and digital. Republic of Media handled media planning and buying.

“Magners is a brand people remember and love, they’ve just been wondering why it left the chat. Well now it's back, right where you’d expect to find it, bringing vibes and pulling people into a bar near you this summer,” added Mat Goff, Founder at ARK Agency.

Capitalising on the joy of summertime, Magners aim to drum up a ‘magnertsism’ that audiences can't resist.