Tea brand Tetley has launched a female-targeted campaign in which a woman leaves her husband to make a cup of tea.
The campaign for the TATA Global Beverages brand – the first for Clemenger BBDO Melbourne – aims to break away from a ‘world of cosy bliss and escapism’ and pay homage to women.
Anthony Keogh, ECD of Clems Melbourne said: “It seemed like nobody was really acknowledging tea for what it is. It’s not a big fix or a magical escape. It simply gives you a few minutes of courage, before you get back out there.”
While the first ad, entitled ‘Leaving’ focuses on Tetley’s flagship black tea, following ads will showcase chai latte and fruit and herbal ranges.
The campaign will be supported by print.
Client: TATA Global Beverages
Marketing Manager: Gale McLardie
Brand Manager: Sarah Goff
Agency: Clemenger BBDO Melbourne
ECD: Ant Keogh
Creative Directors: Tom Martin, Julian Schreiber
Art Director: Nic Buckingham
Copywriter: Nick Kelly
Producer – TV: Sevda Cemo
Producer – Print: Sharon Adams, Benjamin Nash
Group Account Director: Ricci Meldrum
Account Director: Rhoda Berjaoui
Account Manager: Anna Godfrey
Strategic Planner: Sam Mackisack
Director: Brian Aldrich
DOP/Cinematographer: Jeremy Rouse, Freelance
Producers: Dave Thorne, Karen Bryson, Cath Anderson, Edward Pontifex
Production Company: Furlined (US) Finch Film Company (Facilitating Prod Co.)
Editor: Peter Sciberras, The Butchery
Flame Artist: Eugene Richards, The Refinery
Post Production Company: The Refinery
Music Composer/Arranger: Josephine Petrina, Electric Dreams
Music Production Company: Level Two Music /Electric Dreams
Sound Designer/Engineer: Paul Le Couteur
Sound House: Flagstaff Studios