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Yorkshire Tea's new celebrity-studded campaign is its "most confident" yet, says marketing director Dom Dwight.

The first work by Lucky Generals features celebrities from Yorkshire working in the brand’s factory. Olympic triathletes Alistair and Jonny Brownlee work as couriers, veteran talk-show host Sir Michael Parkinson conducts job interviews and indie band Kaiser Chiefs perform live hold music for callers. Si & Ad directed the films through Academy.