Each version of Last Word contains a change to a “crucial” line in the ad, with the lines chosen from thousands of entries via Facebook earlier this year.
The name of each person who has written one of the selected lines will appear on the screen at the bottom of the ad. Press ads will also be appearing to promote the campaign.
Lucy Henderson, brand manager for Strongbow at Heineken UK, said: “We wanted to really drive home the Strongbow Hard Graft message this year. What better way to do so than by asking our fans to put in a bit of their own hard graft and participate in the 2011 campaign?”
The Hard Graft message is to be further promoted in the coming months with outdoor advertising on sites in major UK conurbations.
Transvision screens will also advertise the message in UK train stations.
The advert features a pint of Strongbow with the message Build up a Thirst alongside Strongbow’s Hard Earned strapline.
