Tetley launches MCBD's debut TV campaign

Miles Calcraft Briginshaw Duffy has created its first TV execution for Tetley Tea, featuring the Sex and the City star Kim Cattrall.

The 40-second execution is for Tetley's new range of fruit, herbal and green teas. In the ad, Cattrall visits "Auntea", played by the East is East actress Lesley Nicol, in search of a cup of tea and some advice about men.

The spot, which introduces the new strapline, "positively Tetley", is supported by three ten-second cutdowns.

The ad was written and art directed by Jeremy Carr. It was directed by Armando Iannucci, the comedy writer and performer behind shows such as I'm Alan Partridge and The Day Today, through Moon. Media planning and buying was handled by Starcom Mediavest.

Andrew Dobson, the Tetley marketing manager, said: "This is a bold new move for Tetley, but one that we are very excited about. 'Auntea' is a character who embodies the Tetley brand values of optimism, humour and northern spirit."

The campaign will be supported by a second wave of advertising breaking this autumn, which will feature the star of BBC's Bargain Hunt, David Dickinson.

The Cattrall ad is MCBD's first TV work for Tetley since it won the £8 million account in May. The agency fought off competition from Campbell Doyle Dye to win the account. The incumbent, Leo Burnett, did not repitch.

Tetley dumped its long-standing Tetley Teafolk campaign in 2002. Since then, the brand has launched a magazine, Ready, Tetley, Go, in an attempt to forge closer ties with its customers.

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