Written by Kianna Best on May 9, 2024. Posted in Production News

Steve McQueen directs for PG Tips GBP 12 million campaign

PG Tips have returned with their new campaign after a 9 year hiatus with the help of Indie London agency CALLING. Enlisting award-winning director Steve McQueen, the commercial titled Rock Solid, stars Top Boy actor and musician Ashley Walters. For their return, the campaign cost a staggering GBP 12 million.

Image courtesy of Lipton Teas and Infusions

Whilst the PG Tips Monkey remains in the fond memories of the tea brand’s consumers, the reduced advertising investments over the years from Unilever suggested a need for new energy in the marketing department. PG Tips have certainly taken that on board, returning with their latest advert Rock Solid starring Ashley Walters, Top Boy actor and UK Rap group So Solid member. Apart of their new campaign titled It’s Not Just Tea. It’s Progress, the actor is front and centre to bring on board a new generation tea drinkers.

Set to the score by Ezra Collective, the commercial sees two versions of Walters, one worried about starting a new job and the other there with the reassuring words “doubt is a mile wide but only an inch deep. You’re one of the bravest the bravest people I know. You can do this in you sleep,” and a cup of PG Tips in hand. McQueen takes to the helm of the project with his production company Lammas Park.

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.”

New creative collective CALLING, who only started last year, helped bring the project to life. The campaign comes as a part of parent company Lipton Teas and Infusions GBP 12 million investment into the tea brand’s marketing as they aim to “reclaim a place at the heart of modern British culture”.