One of a plethora of adverts to be released during an episode of X Factor (it's a fun game spotting the ones where the entire budget has clearly been spent on the timeslot and not the ad), this is the new effort for Twinings by the good folk at AMV BDDO. Stephen Fry is nowhere to be seen.
I find the song on the dreary side, but as Adele is currently Queen Of The Entire World, I suspect I am out of step with the times and it's a sensible choice. It certainly fits the mood. But it's a solid piece of positioning - aimed squarely at women who sometimes feel a bit run down and miserable, which is clearly all of them. I wonder if the woman embracing herself led some men to become momentarily excited about the thought of some twin-on-twin action, but it's the only morsel to chew on.
The strapline - we've been talking about these a lot lately - of "gets you back to you" is weaker. It could be any tea or hot chocolate or anything comforting really - I hope they don't try to use it to define the entire brand.
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