PG Tips "keep it tea" by Mother

Monkey the monkey, who has the rare distinction of being used as a mascot for two different brands, returns in a series of shorts by Mother for PG Tips.

Monkey, who used to front ads for ITV Digital and is frequently paired with Johnny Vegas, appears on his own in the new campaign. In the spots, Monkey pontificates on aspects of modern culture, such as the vajazzle and haute cuisine, before deciding he’d rather "Keep it tea". PG Tips isn’t the first brand to use "tea" as an adjective in its strapline – in 2014, Lipton released a campaign telling people to "Be more tea". The new work was directed by Mark Denton through Another Film Company.