One of Ireland’s most loved grocery brands, Barry’s Tea, has launched its first new TV ad in three years. Created by the youth culture agency Thinkhouse, ‘Sisters’ maintains and develops consumer affinity with Barry’s Tea while aiming to build on the emotional warmth the brand evokes. The ad was directed by Nick Kelly for Hinterland Films.
Shot in Dublin and Brooklyn, New York, the ad is based on a story of two sisters, Nora and Gina played by Stephanie McKeon and Ciara Berkley. Older sister Nora has a job in Dublin and Gina is pursuing her dream of becoming an actress in New York. The ad reflects contemporary life for young Irish women and how meaningful relationships matter so much.
Despite leading hectic lives, the sisters find time to catch up over a cup of Barry’s Tea, albeit via Skype and WhatsApp. Captured in the ad, are the fun and meaningful moments that punctuate those struggles, concluding in a heartwarming climax, when Nora surprises her sister by showing up to the opening night of Gina’s play in Brooklyn.
THE MOMENT
The tagline for the new ad, ‘We Make The Tea. You Make The Moment’, was created by BBDO Dublin, the agency responsible for Barry’s Tea’s creative work since 1995. The new tag-line complements the classic, much loved Barry’s Tea taglines of the past – all of which centre around ‘moments’, and the role of Barry’s Tea within those moments.
Thinkhouse chose The Proclaimers’ ‘500 Miles’ as the ad’s soundtrack and worked with Loud and Clear Music to produce a more minimalistic, contemporary version of the song performed by Fya Fox. Fya is an emerging singer-songwriter from Armagh, with over 10 years’ classical vocal training . She is now working on her first single release.
Media buying for the campaign is handled by OMD.
The new TVC is supported by a PR campaign, also executed by Thinkhouse.
To watch the ad, click here – Sisters
