Lipton continues 'don't knock it' idea

Lipton Ice Tea continues its "Don't knock it until you've tried it" theme with a new television ad created by J. Walter Thompson.

The execution, "give it another go", is the second in the campaign, which saw Lipton return to TV advertising last summer for the first time in more than a decade.

It opens on a girl chatting to a friend. As they talk, she reaches into the fridge and inadvertently picks up a bottle of Lipton Ice Tea. To her surprise, she really enjoys it.

The spot then features a series of vignettes in which Lipton Ice Tea drinkers demonstrate their adventurous spirit and open-mindedness by wearing Spandex or having a waxing session.

The voiceover is provided by the sports commentator Des Lynam. He says: "Lipton Ice Tea. Don't knock it until you've tried it."

The ad was written by Ryan Lawson and art directed by Andy Smith. The director was Sam Cadman through the production company Rogue Films.

It will run on terrestrial and satellite TV as well as in cinemas to build the brand's credentials among 18- to 30-year-olds.

Media planning and buying was by Initiative. The advertising complements an extensive sampling programme focused around supermarkets, cinemas and health clubs.

Lipton Ice Tea's senior brand manager, Oliver Bradley, said: "The 'Don't knock it' campaign for Lipton Ice Tea has a disarming honesty in that it courageously embraces the negative and openly admits that a lot of people knock the idea of drinking cold tea."

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