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By Amy Houston, Senior Reporter

May 6, 2024 | 2 min read

The top talent responsible for this new spot is pretty iconic. There’s legendary director Steve McQueen behind the camera and actor and musician Ashley Walters in front of it. And together this dynamic duo have landed our Ad of the Day accolade.

PG Tips hasn’t been on TV screens in almost a decade, but today it's back with a fresh approach, a new agency and some top talent. What makes this ad brilliant is the total revamp of the brand and the modern approach to a pretty traditional and conventional sector.

It’s the work of London indie shop Calling, which has created a powerful story of overcoming self-doubt and finding inner courage. There’s a lot to love about this ad, but primarily it’s the message of sitting down, with a cup of tea and having a chat with yourself that makes it so strong.

By using the product to start important conversations is clever and widely recognizable. Think about it, how many times have you been offered a hot cuppa while talking through important issues? It's relatable.

Underscoring the spot is a top soundtrack by Mercury Prize-winning Ezra Collective, which fits it perfectly.

Overall, this ad brings the brand back into the modern age and speak to consumers who are prioritizing their health and wellness.

According to the brand performance platform Kantar Marketplace, the long-term effect of this ad is strong and will cut through the market. Viewers are predicted to remember this spot after it's finished, which builds on the impact of the heritage tea maker. In terms of engagement, the audience is poised to recall the brand due to the enjoyment felt throughout the spot.

Read our interview with Calling and PG Tips about this new campaign.

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