Crafting an authentic, heartfelt narrative is something that's always on the top of our industry's to-do list. However it's a rare achievement in adland, where storytelling often has to be shared with a brand's commercial demands. Lipton's Bauble – which shows the “strange, scary and funny parts of being a tween at school” – is a masterclass in striking this balance. It follows its main character's transition from a bullied schoolboy who sits alone on the bus, to someone who finally has a friend to share the journey with. Much of the charm of the story comes from the relationship he develops with the bus driver along the way – and it's only at the end of the film that Lipton's presence becomes apparent.
The brand initially briefed creative agency adam&eveDDB to create something that would capture and convey its brand sentiment, which Creative Director Simon Poett describes as “be awake to what really matters”.
“This marries a human truth – that our busy lives often get in the way of us positively engaging with people – with a product truth, that tea at its essence awakens your body and mind,” he says. “And a cultural truth, that the stress and uncertainty of the world demands more positive living for us to thrive.”
The brand needed to advertise a series of Christmas baubles that contained teabags, intended for sharing with “someone that was part of your everyday, but someone that you didn't necessarily know well – a teacher, a postman, a security guard...” This meant creating a story that would keep that spirit of generosity and human connection at its heart.