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07.09.12

Tetley Tea "Leaving" spot

TV/Radio Commercials, Consumer

The tea category can be a stifled one full of cozy bliss and escapism but Clemenger BBDO Melbourne developed a strategy for Tetley that breaks the category norm with a more honest approach. With the tagline, “Sometimes, you just need a Tetley,” the campaign pays homage to hard-working women (who make up the primary audience of tea drinkers) and neatly illustrates the reality of a good cup of tea—a simple break during a hectic day. “Leaving,” the first spot in the campaign, focuses on Tetley’s flagship black tea; subsequent ads will showcase the Chai Latte and Fruit & Herbal lines.


Nic Buckingham, Clemenger BBDO, art director; Nick Kelly, Clemenger BBDO, writer; Tom Martin, Clemenger BBDO/Julian Schreiber, Clemenger BBDO, creative directors; Ant Keogh, Clemenger BBDO, executive creative director; Brian Aldrich, Furlined, director; Jeremy Rouse, director of photography/cinematographer; Sevda Cemo, Clemenger BBDO/Dave Thorne, Furlined/Karen Bryson, Furlined/Cath Anderson, Furlined/Edward Pontifex, Furlined, producers; Sharon Adams, Clemenger BBDO/Benjamin Nash, Clemenger BBDO, print producers; Peter Sciberras, The Butchery, editor; Eugene Richards, The Refinery, Flame artist; Josephine Petrina, Electric Dreams, music composer/arranger; Level Two Music/Electric Dreams, music production companies; Paul Le Couteur, Flagstaff Studios, sound designer/engineer; Rhoda Berjaoui, Clemenger BBDO, account director; Ricci Meldrum, Clemenger BBDO, group account director; Anna Godfrey, Clemenger BBDO, account manager; Sam Mackisack, Clemenger BBDO, strategic planner; Gale McL

www.clemengerbbdo. ... www.tetley.com