'Monkey' returns in first PG Tips ad campaign by NCA

Lipton Teas & Infusions brand PG Tips is bringing back “Monkey” in the first work by New Commercial Arts since the agency was appointed to the brief in January this year.

The move sees the previous brand platform – launched by The Calling only a year ago – scrapped in favour of a return to the knitted puppet made famous by the Johnny Vegas voiced “Al and Monkey” ads that launched in 2007, devised by Mother.

Primates have featured heavily in the brand’s advertising for decades, with PG Tips’ first agency DDB London creating the “talking chimpanzee” ads in 1956. They were dressed in human clothes in the fashion of chimps’ tea party and were known as the “Tipps family”. Their voices were often provided by celebrities, such as Peter Sellers, Donald Sinden and Bob Monkhouse.

The ads were stopped in the 1970s after complaints by animal rights organisations, however, the chimps were brought back 18 months later when sales began to drop. The last “Tipps family” ad was broadcast in January 2002.

The chimps were replaced by the T-Birds, a campaign featuring a household of animated birds.

The new campaign, “Live life one tea at a time” is spearheaded by a TV spot which will be launched later this week, with Monkey voiced by comedian Ivo Graham.

Designed to mimic a reality TV show, starring Rivals and The Inbetweeners actress Emily Atack as Monkey’s wife, Alice, the ad is set in the couple’s family home and follows the ups and downs of their married life, including their two children, Earl and Chai.

Lipton Teas & Infusions UK and Ireland chief marketing officer Elle Barker said: “Monkey is a legendary mascot beloved by the British public – people have missed him, so have we.

“His comeback is long overdue and this new campaign captures the chaos of family life and the role that tea plays in fuelling the day for British families.

“Our ‘Live life one tea at a time’ campaign puts the iconic PG Tips brand and infamous Monkey back in the spotlight where they deserve to be.”