Attract young people to tea in the middle of summer? Lucky Generals has nailed Yorkshire Tea’s wants using everything unexpected of tea advertising. The commercial, a wild music video takes a bunch of UK lads and a suitcase full of Yorkshire Tea to their favourite summer holiday place, Ibiza.
The summer dancefloor banger, Pack Yer Bags (composed and produced by Ninja Tune), and its super-brightly coloured music video hilariously and skillfully takes all the tropes and cliches of a classic first holiday with your mates and flips them on their heads to be all about Yorkshire tea. It makes Yorkshire Tea comfy in the summer party capital of Europe (and we all know what summer party usually means).
Lucky Generals and Yorkshire tea have hacked the UK’s hottest holiday trend to make new “proper” one:
“Don’t wanna be a cheeky numpty, on me holiday I can’t a decent cuppa tea
“Sambuca shot. Tequila shot. Rather have a Yorkshire tea in a teapot
“Cabin crew to doors for arrival, the local time is tea time”
The video launched online on July 5 and will be supported by paid media. It will be available on Spotify.
Carly Murphy, assistant brand manager at Yorkshire Tea, stated, “At Yorkshire Tea, we believe a proper brew makes a proper difference, and no more so than when you’re on your hols. Our latest tea song, brought to life by Lucky Generals, is a celebration of tea, the passion, and the lengths that people go to for a decent brew, wherever they might be. Pack your (Tea) bags.”
Nick Bird and Lee Smith, creative directors at Lucky Generals, added, “We’ve all been there; parched in Pathos, mouth like a sundried flip-flop, with an inferior hotel teabag mocking you from next to the mini kettle. We’re hoping that Pack Your Bags helps put an end to that awful predicament and becomes a mantra that every holidaymaker takes with them wherever they go this summer.
Credits:
Client: Yorkshire Tea Client
Senior Brand Manager: Ben Newbury
Assistant Brand Manager: Carly Murphy
Creative Agency: Lucky Generals
Production Company: Blink
Director: Fred Rowson
Producer: Andrew Rawson
Editor: Samuel Marr @ Stitch
Post-production: Selected Works
Colourist: Hannibal Lang
Sound: No8
Media Agency: GoodStuff
