Yorkshire Tea taps into Brit abroad archetype with Ibiza anthem

Prepare for Pack Yer Bags to play on a loop in your head until summer ends.

Date
5 July 2023

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Yorkshire Tea has released a full-length music video called Pack Yer Bags. The film follows “Skipton Alfie” who brings a suitcase full of Yorkshire Tea on holiday to Ibiza, to ensure access to a “decent cuppa tea”. Director Fred Rowson delivers the spot alongside creative agency Lucky Generals and Blink Productions.

Much like The Blackout Crew’s Put A Donk On It made the case for all genres of music sounding better with the addition of a donk, Pack Yer Bags suggests that trunks, sunglasses and any other essentials would be better substituted for tea. The music video is high energy; it takes us swiftly from Skipton Alfie’s bedroom to a dance floor in Ibiza and riffing on every Brit abroad cliche along the way.

The songwriting, courtesy of Lucky Generals and Ninja Tune, is given full weight in the film. Lyrics appear on screen by way of pixelated typography which flies through the frame in the style of a karaoke video or Dance Dance Revolution.

Fred Rowson says: “My favourite ads are the ones that get really, really specific about some small detail of life, and blow it up into something epic, and the creatives at Lucky Generals absolutely nailed that in this spot. From the client to the creatives to my HODs and cast, we were all on the same page about how good this could be, so this has been one of the most fun experiences I’ve had in commercials.”

GalleryLucky Generals: Yorkshire Tea, Pack Yer Bags. Directed by Fred Rowson. Production company Blink Productions (Copyright © Yorkshire Tea, 2023)

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Lucky Generals: Yorkshire Tea, Pack Yer Bags. Directed by Fred Rowson. Production company Blink Productions (Copyright © Yorkshire Tea, 2023)

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About the Author

Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating from the University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, Indie magazine and design studio Evermade.

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