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.



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