The Tetley’s bitter smoothflow campaign ran with the slogan ‘Smoothly does it’. The campaign structure was normally to feature a man coming up with an unusual yet successful solution to a common problem. In this case; how can a man travel for free? This commercial picks on the heightened news coverage of unsuccessful asylum seekers trying to sneak into the country, but being sent home when they are caught. The Tetley’s hero reverses this idea to sneak out of the country to be sent to a luxurious location of his choice.
The brief was to create a European campaign that would launch a new cereal to a slightly older market than their normal kiddie approach.