Unilever and DDB have launched a new global brand campaign for Lipton Yellow Label. The integrated campaign, launched this week in over 20 markets worldwide including Turkey, Russia, Poland, Chile, Australia and Japan, features composer Lalo Schifrin at his piano in 1966 composing a music score while sipping tea. We see him scribbling and tinkering with the evolving score which plays out as an orchestra in his head, forming and de-forming as he gradually evolves the score and instrumentation until, finally, he arrives at the famous theme tune for Mission Impossible. Black tea contains a unique, neurologically-active amino acid Theanine that maintains mental clarity and focus. Or as the campaign tells it “Tea sharpens the mind. Lipton Yellow Label. A sip of inspiration.”
Click on the image below to play the video in YouTube (HD)
Lalo is the first of a number of commercials each designed to elegantly peel back the layers of some of the worlds most inspired creations to the point of conception, revealing the craft behind the masterpiece. In each scenario a cup of Lipton Yellow Label tea provides the clarity of mind to complete the piece. The integrated campaign rolls out this month followed by print and online activity.
The Sip of Inspiration campaign was developed at DDB Paris by executive creative director Nick Bell, copywriter Olivier Lefebvre, art director Benjamin Marchal, executive agency producer Sophie Megrous.
Nick Bell, DDB Global Creative Director on Unilever comments on the campaign:
“The brief was to communicate that, due to Theanine, drinking tea helps you think more clearly. The Sip of Inspiration idea takes the argument to its logical conclusion and suggests that if you think and therefore work better when drinking tea, it can be a part of getting to much greater thoughts and work. This is how the Sip of Inspiration idea was born. It’s a huge, integrated and interactive campaign and Lalo is the launch film.”
Filming was shot in Prague over four days by director Noam Murro via Biscuit Filmworks USA and Les Télécréateurs, Paris, with senior executive producer Shawn Lacy, executive producers Colleen O’Donnell (Biscuit) and Erinn Lotthe-Guillon (Les Telecreateurs), line producers Jay Veal (Biscuit) and Genevieve Triquet (Les Telecreateurs), director of photography Simon Duggan, production designer John Beard, working with Bohemian Pictures, Prague.
Director Noam Murro, a classically trained musician, was keen to take the challenge. “Music is my passion so bringing this script to life was great fun. A collaborative challenging job. Plus I drink tea all the time.”
Editor was Joe Guest. Music was produced by Peter Raeburn and Nick Foster at Soundtree, London. Sound was produced at Jungle Studios by James Saunders with French executive sound producer Jérôme Alquier.