"Socks"

6 March 2026

30s

Brand of brothers.

To introduce the idea that 'some moments deserve Yorkshire Gold', a pair of men find an unlikely moment of camaraderie in this fabulous new ad for Yorkshire Tea. Director Andrew Gaynord has taken Lucky Generals's great script and applied perfectly measured understatement to turn it into something that is both funny, and surprisingly tender.

Yorkshire Tea is riding high at the top of the tea league table with 37% market share, leaving their nearest rivals - Tetley and PG Tips - trailing with around 17% each, so it makes perfect sense to make the case for their premium variant, and this is such an ideal way to do it.

Not only is this a beautifully weighted piece of comedy, it feels like it could genuinely persuade those who already choose the brand that they need a box of the Gold stuff on standby in case the need arises!

UK

Tea