Tetley characters celebrate 'best of Britain' in nostalgic ad campaign

Tetley, the tea brand, has unveiled a £10 million campaign to celebrate the best of Britain since 1837, the year of the business being founded.

The 40-second spot, created by Creature, features the familiar animated brand characters Gaffer, Sydney and Tina, known as the Tetley Tea Folk.

During a break from tea blending duties, Sydney says he could not do a thing without a cup of tea; Gaffer agrees and illustrates the sentiment by bursting into song and wheeling his trolley through Britain’s past - as if to suggest that the tea brand has inspired some of the nation's greatest victories.

The ad, called "Britain. Built on tea since 1837", depicts the characters visiting iconic scenes in recent British history, such as Winston Churchill in the Cabinet War Rooms in the 1940s and the England football team celebrating winning the World Cup in 1966.

After the nostalgic trip through time, Gaffer proudly says: "Tetley. It starts with tea."

The £10 million campaign will air on television on Friday, 8 January, and will also feature video on demand, outdoor, print, digital and social media.

The TV ad was written and art directed by Dan Ball and Joe Stone at Creature, with Starcom Mediavest Group handling the media planning and buying.

The spot took five months to produce and was created using Legacy and Softimage XS technology, which was used in the movie The Hobbit. It was directed by Gerald McMorrow through 76 Ltd.

Cassie Shuttlewood, the senior brand manager at Tetley, said: "Tea is the nation’s favourite drink. It’s such an iconic part of Britishness, right up there with the Royal Family, James Bond and Big Ben."

Creature picked up the Tetley account in 2013 after winning a competitive pitch against the Brooklyn Brothers, BETC London and M&C Saatchi. The brand's creative account was previously handled by Dare. 

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

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
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published