Hawkstone’s World Cup TV debut has Kaleb Cooper risking it all for a pint

Hawkstone has made its television debut, and it picked the biggest possible stage: the final ad break before England’s World Cup opener against Croatia.

The 40-second solus spot, titled ‘Kaleb’s Leap’, is a notable moment for a brand born from a banned advert and built on social media.

Created by The & Partnership and directed by Kit Lynch-Robinson, the film casts Diddly Squat Farm’s Kaleb Cooper as an unlikely stuntman.

When a freshly poured pint is knocked, Cooper throws himself into a heroic, slow-motion dive to save it, his life of farming flashing before him in a montage of mud, sweat and toil.

It is a nod to the tagline ‘Hard to make, easy to drink’, and the notion that anything taking that much effort is worth rescuing.

The primetime slot doubles down on the brand’s #BackBritishFarming mission, arriving on a night of national pride for a beer proudly born and brewed in Britain. It follows the choir of singing farmers that recently won Britain’s Got Talent.

Cooper, the ad’s star and cider ambassador, said: “It was a long day for 40 seconds on the telly.”