"Pirates"

14 May 2025

55s

Tea total.

There is a tone beloved of advertisers which treats the audience as though they are children, and ninety-nine times out of a hundred it feels highly condescending, but this ad for Lipton Tea is that one ad in a hundred where it completely works. It's all very silly, but it works because everyone involved has committed to it fully, and ramped up the humour.

According to the endline 'tea changes everything', and as every British person knows, this is true provided it's hot tea made lovingly by someone who has the patience to let it steep. Lipton Tea is something else altogether, and its sales (approx £100m) are growing fast in the UK despite being heresy as far as a lot of the inhabitants of this island are concerned.

This breezy approach to its marketing will be helping. A generation that grew up with 'Horrible Histories' will tune into its silliness, and director David Wilson has made the absolute most of a really fun idea from adam&eveDDB, with lots of little touches that reward a keen eye.

Global

Canned / Bottled Sweet Drinks (Still)