Tetley launches first commercial in new broad campaign via Clemenger BBDO, Melbourne
Clemenger BBDO Melbourne and Tetley have just launched the first ad in a broad campaign for its whole range of tea products. This will be the first campaign the agency has produced for Tetley, owned by TATA Global Beverages, since winning the business last year.
Tea is traditionally a very stifled category – a world of cosy bliss and escapism. The agency developed a strategy for Tetley that would break the category norm with a more honest approach. The subsequent campaign pays homage to all the hard working women and mums who make up the primary audience of tea drinkers.
Clemenger BBDO Melbourne Executive Creative Director Ant Keogh says the campaign neatly illustrates the reality of a good cup of tea: “It seemed like nobody was really acknowledging tea for what it is. It’s not a big fix or a magical escape. It simply gives you a few minutes of courage, before you get back out there.”
The campaign recognises the simple little break that a tea gives you. Sometimes, you just need a Tetley.
The first ad in the campaign, titled ‘Leaving’, focuses on the flagship Tetley black tea brand. Subsequent ads will showcase the Chai Latte and Fruit & Herbal ranges. The campaign is supported by print executions and will be followed by further engagement pieces over the course of the year.
36 Comments
one of ant phillip’s better performances
Brilliant. Funny stuff, well finished, hats off
Nice truth, truth is funny
Bit expected and formulaic for mine
funny stuff
GOOD ONE NICKERS…
yep – there isn’t one director in Australia who could have shot that. yep – not one.
like it
what a let down after reading the hype. Average performance and the production doesn’t even look good.
Very funny, great performances. Love it
No.
No thanks.
Uh, oh, it’s AD GUY. Why would you cast him? (Yes, he does look like Ant P come to think of it, 1:53). It’s fortunate that you were able to drag him away from ErnCorp.
Plus the strat, the creative idea and the execution are very average. It’s still just tea.
Apart from that, it’s great.
Real beaut ad. Well cast. And by the way it’s funny.
I’ll saunter off and make a cuppa liptons when this ad’s on the teev.
Love it. Refreshing to see a 45 work this well. Well cast, well written, well made, well done.
spilled beer script guys?
Hand in her dress is GOLD. (didn’t mean that inyourendo there).
Great measured comedy.
Well done dudes.
@ 10:11
Hand in her dress is from then Oscar winning film The Artist.
American director, sure – but was this SHOT in the States?
American director, sure – but was this SHOT in the States?
Thats a let down if its from a film.
http://dongilbert.files.wordpress.com/2012/02/the-artist11.jpg
Great work, lads. Well played.
What’s the big deal about using foreign directors in this country?
When i worked in the UK we used directors from all over the world and nobody batted an eyelid.
It’s just not an issue. Get over yourselves.
its only an issue when the foreign director does average work. we like to be impressed.
Have no problem with an overseas director if one here can’t or won’t do it but the trend of creatives enjoying the idea of having famous friends from overseas is the driving force. And please, the spot was hardly incredible. Can you really spot the American flare in the dry humour?
Was tommy Kuntz unavailable?
Johnny T,
That old chestnut!
I think you’ll find that Australian directors now work overseas just as much as American directors work here. Tim Bullock is represented by Hungry Man in the US and Steve Rogers is part of Biscuit. I think you need to open your mind.
Johnny T it’s a global market now and you’re argument is old. Judge the work but don’t whine about Australian made. We’ve all moved on from that debate a very long time ago.
Jonny T.
I don’t know that I can see an American flare, but I can see it’s great performance directing, perfectly pitched. Which is a lot harder than anyone thinks.
You can say that again.
Best ad.
Way better than anything I have done in the last few years. But the payoff doesn’t really reward me second time around. Not Clems Melbs best, but that’s a pretty high bar. Three and a half titters out of five.
Pitty the only real funny bit was ripped off from this years most awarded movie.
At least all the clems staff seem to be in love and driven to blog about it as usual.
Is it mandatory to blog up a storm over every piece of work over there?
Hey, that arm through the garment on the coat hanger scene was mine!
Haha! That’s really a good commercial for a TEA!
I am a tea lover, so have a minute~ let’s drink some tea…
Cindy
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