It’s a big call for tea but if Suntory BOSS Coffee can be ambition (see story below), then PG Tips tea can be progress.

The eye-catching hero commercial, Rock Solid, by agency, Calling, is a story of overcoming self-doubt and finding inner courage. Ashley Walters’ inner voice encourages him to know that he IS good enough for his new job. The film was directed by Oscar-winner, British director Sir Steve McQueen, and features actor, director, producer and musician, Ashley Walters.

The campaign, It’s Not Just Tea. It’s Progress, is built on the idea that tea is a pause from the noise of life – a chance to reflect and recover. The lead commercial is an example of tea’s power to create moments of progress where we reconnect with our best selves, summoning self-belief and positivity.

Calling was appointed as creative agency of record to reclaim the brand’s place in the hear of modern British culture and connect with younger tea drinkers.

The full campaign will cover digital activations, DOOH and social. In the coming months, PG Tips will also announce funding support for specific charities that are working with young British talent and helping them move forwards in their lives. 

Credits
Client: PG Tips (Lipton)
Creative Agency: Calling

Production Company: Lammas Park
Director: Sir Steve McQueen
Executive Producer: Anna Smith Tenser
Producer: Bona Orakwue
Production Manager: Chanel Parkinson
Coordinator: Alice Hayes
Director Of Photography: Rob Hardy
1st AD: Mike Elliott
Production Designer: Luke Hull
Art Director: Charlie King

Post Production & VFX: Freefolk
Executive Producer: Fi Kilroe
VFX Producer: Cheryl Payne
VFX Supervisor: Jason Watts
Colourist: Marty Mcmullan
Flame Lead: Vinny David
Nuke Artist: Daniel Manning

Editing: Stitch London
Producer: Maggie McDermott
Editors: Peter Sciberras & Samuel Marr
Edit Assistant: Joseph Bolger

Sound: String and Tins
Creative Director: Lawrence Kendrick
Producer: Ellie Hook
Music by Ezra Collective
Music Company: Leland
Music Supervisor: Ed Bailie