Barrett Cernis Delves shows controversial herbal tea ad

A herbal tea manufacturer is courting controversy with a commercial which appears to show a man preparing for a drug fix.

A herbal tea manufacturer is courting controversy with a commercial

which appears to show a man preparing for a drug fix.



The film begins with the man striking a match and clamping a small spoon

between his teeth, but ends with him clasping a freshly brewed mug of

tea.



The East India Company claims to have adopted the approach in the

commercial - for Dr Stuart’s Fruit and Herb Tea - ’to highlight the

totally natural ingredients of the product’.



Barrett Cernis Delves & Partners has produced the film, which is due to

run in selected cinemas across Britain throughout the spring and,

possibly, on videos of appropriate movies as they are released later in

the year.



The teamaker said this week that it had deliberately confronted

drug-taking as a way of appealing to the youth market and persuading

more young people to drink tea.



Tim Meadows-Smith, the managing director of the East India Company,

said: ’The incidence of recreational drug-taking by the young is greater

than people imagine. Their use and abuse should concern us all. But it’s

equally frightening the amount of artificial substances we ingest as

part of our daily diet without actually realising it.’



Justin Cernis, the agency’s managing partner, denied that the campaign’s

intention was to court controversy for the sake of it.



The commercial was produced by the agency’s creative partners, Ray

Barrett and Andy Imrie, and directed by Lance Kneeshaw for Eclipse

Films.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).