"Investigation Done Proper"

8 January 2025

60s

Who crumbed it?

Sarah Lancashire plays a Sergeant Catherine Cawood-adjacent character in this entertaining TVC for Yorkshire Tea which is the latest execution in the brand's excellent 'Done Proper' campaign. When there appears to be a biscuit thief in the office, Lancashire leaps into action, pursuing every lead available until she identifies the culprit.

'Done Proper' is one of those advertising idea that lends itself to a multiplicity of different scenarios and it's fun to see what agency Lucky Generals come up with. This execution must have been crying out to be made as 'Happy Valley' was set in Yorkshire, and tea was consumed in just about every scene. Catherine Cawood would unquestionably have favoured the advertised brew, as it would have been a sacrilege if she'd used any other.

No matter who directs these, there is common thread in the performances and there is no exception as Traktor take up the reins. As always, the 'ordinary' office workers have a wholesome energy that binds the different executions together and helps to amplify the presence of the ad's star.

UK

Tea