D'Arcy's first campaign for Tetley tea since it ditched the tea
folk plays on the health benefits of the drink and attempts to shake up
its safe and old-fashioned image.
One 60- and two 30-second ads are the first from the brand in more than
a year and follow an advertising review last year, which D'Arcy won in
August after a final shootout against HHCL & Partners.
The new £15 million campaign launches on 4 February and features a
crowd of new faces and the voice of Ewan MacGregor reading a poem in a
series of feel-good spots designed to inspire consumers to live life to
the full.
In one a royal guard breaks his statue-like position to help a young
girl who trips and falls in front of him. In another spot a doting
father excels himself at his daughter's school sports day and in the
final TV spot a woman proposes to her partner instead of waiting to be
asked. The new strapline is: "You are the champions, and this is your
cup."
Tetley's marketing manager, Nigel Holland, said: "Tea has been fronted
by animation and animals for years, but we feel the market is crying out
for some passion and a new lease of life. The new campaign is all about
Tetley tea making people live life to the full and proclaiming the
health benefits."
D'Arcy's executive creative director, Nick Hastings, said: "The new
campaign is upbeat, optimistic, devoid of cynicism and, we believe, a
breath of fresh air in this category."
The TV campaign is backed by press and poster work throughout March as
well as a consumer website. The campaign was written and art directed by
Nick Hastings and Steve Wakelam.
The TV work was directed by Gregory Rood through the Paul Weiland Film
Company. All media is through MediaVest.
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