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Abbott Mead Vickers BBDO has created a £5 million integrated campaign for the tea brand Twinings, which will break on 1 October during ITV's The X Factor.

An animated TV ad aims to highlight the calming role Twinings can play in women's lives.

It focuses on a woman's emotional journey as she struggles to navigate stormy waters at sea, but is then restored with Twinings.

The campaign was made in conjunction with Freud, ZenithOptimedia,Grand Union and Visual Latina. It was written by Paul Brazier and Diane Leaver, art directed by Brazier and Simon Rice, and directed by Kylie Matulick through Psyop LA.