PG Tips Offers Moment of Progress in Ad by Steve McQueen

CALLING has created the first major advertising campaign for PG Tips in eight years with a new brand idea - 'It’s Not Just Tea. It’s Progress'.

In a world that is becoming increasingly aware of burnout culture - especially in younger generations - PG Tips presents the power of a pause from the noise of life. A chance to reflect and recover over a cup of tea. Moments of everyday progress where we reconnect with our best selves.

The centrepiece of the integrated launch campaign is 'Rock Solid' - a 70-second film featuring critically acclaimed actor, director, producer and musician Ashley Walters. The film is shot by Oscar-winning director Sir Steve McQueen ('Shame', '12 Years A Slave', 'Widows', 'Small Axe'). 

'Rock Solid' is a powerful story of overcoming self-doubt and finding inner courage. We watch as Walters coaches himself out of the doldrums over a cup of PG Tips before inviting the nation to summon their self-belief and positivity too. Scored by the Mercury Prize winning Ezra Collective - the work makes use of trailblazing British talent at every touch point.

With investment from parent company LIPTON Teas and Infusions CALLING has been appointed PG Tips creative agency of record at a critical time for the brand. The ad campaign forms part of a £12 million marketing push that aims to help PG Tips reclaim a place at the heart of modern British culture as well as connect with a younger demographic of tea drinkers. 

In addition to the film, there will be a suite of digital activations featuring all the hero talent - gaining greater insight into the theme of what personal progress means today - as well as iconic DOOH and social executions.

This summer PG Tips will announce funding support for specific charities that are working with young British talent and helping them move forwards in their lives. 

CALLING founder and ECD Josh Tenser says, “PG Tips is a legend that’s lost relevance in recent times. Bringing it back with the scale it deserves has been a privilege and the best possible challenge. The promise of the brand is a moment of fresh perspective inside the noise of life. Our progress begins with these humble moments of recovery and reflection. We’re more resilient than we think. It’s a message we need - and deserve - more than ever. For a brand that stands for progress we were blessed to have two heavyweight icons of modern Britain collide in Ashley and Steve - to land this for us in a note perfect film.”

PG Tips & LIPTON Teas & infusions global senior marketing executive Karen Owen says, “This has been an immensely exciting project to work on, and we hope that our campaign serves as an inspiration to do what we all know we need to do – reflect and pause and connect just for a moment in our busy lives – and that a cup of PG Tips can help to do that. As the global leader in teas with a history of continuous progress, this is part of a wider investment strategy. This includes a £40 million investment in upgrading our PG Tips factory in Trafford Park, Manchester last year, improving our blend, and launching this new campaign, on which we are delighted to have worked with Calling and with such a highly respected director in Sir Steve McQueen."

Director Sir Steve McQueen said, "I was very happy to be able to tell this story by collaborating with such a heritage brand, which has been in the bloodstream of the nation for nearly 100 years".

Ashley Walters said, "It’s a real honour to be working with such an iconic British brand and be part of a campaign that encourages taking time out, putting the kettle on, taking a break and giving ourselves some time to recalibrate. We’ve all grown up with tea being a big part of our lives, marking every occasion from starting the day to a family celebration. For me, enjoying a cuppa is a moment to pause, re-gather, re-energise, focus and then press play."

The production company was Lammas Park, the media agency PHD.