JWT ad returns Lipton to TV

Lipton Ice Tea is returning to TV advertising for the first time in more than a decade in an intensified attempt to overcome consumer resistance to the product.

J. Walter Thompson London has produced a 40-second spot, which will make its debut nationally this week followed by a cinema campaign early next month. Cinema has not been on Initiative Media's schedule for the brand before. Lipton is trying to build its credentials among 18- to 30-year-olds with the theme: "Don't knock it until you've tried it."

The advertising extends the tactic of the brand's owner, Unilever Bestfoods, of overcoming people's aversion to iced tea by urging them not to be over-cautious.

The message is reinforced by a young man reaching into his fridge for a bottle of Lipton, while a voiceover explains: "Once you've got your head around the cool, refreshing taste of Lipton Ice Tea, who knows what else you may discover a liking for."

The film then shows the man testing out other new ideas, including going commando, a retro hairdo, the colour beige, older women and bingo.

The ad was produced by the creative team Andy Smith and Ryan Lawson, and directed by Brian Baderman through All Films.

The advertising complements an extensive sampling programme aimed at winning instant converts in 32 towns and cities across the country, and at four music events.