The 10-second "changing room" spot, created by BMP DDB, shows Maggie, a chesty pigeon, shopping for a new dress. Emerging from the changing room in a boutique, a skinny shop assistant says: "Couldn't fit into the dress then, madam?"
Maggie flings the dress over her shoulder and informs the shop assistant: "Dress? I couldn't fit into the changing room," before adding an insulting "Cow!" as she leaves the shop.
The ad finishes with the words: "We all need a PG Moment."
It is the latest execution to feature the T Birds, the feathered flatmate replacements for the chimps who had fronted PG Tips' advertising for 45 years. The characters, which also include Tom, Pete and Holly, were created by Aardman Animation, famous for producing the 'Wallace and Gromit' television shows.
The ad will run on national television until March 21. BMP DDB's Larry Barker, now departed from the agency, and John Webster wrote and art directed the ad. It was produced by Aardman and directed by David Osmand. Media is through Initiative.
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