Each ad, in documentary style, featured a family comparing the power of Typhoo with a bizarre way to start the way: a drill sergeant, buckets of water, and a cockerel.
In the first, a drill sergeant bursts into the couple’s bedroom yelling at the top of his voice. The camera cuts to the woman talking to the camera. We see a box of Typhoo being exchanged for the sergeant at the front door. “Wake up soldier!” is yelled into the face of the sleeping woman. “Molies Molies” is yelled at the husband brushing his teeth. Children are harangued into eating up their breakfast. Those who don’t cooperate are forced to do press ups and star jumps. The ad finishes with the sergeant leaving and the woman claiming back her box of Typhoo.
“This week Typhoo have asked us to see if a drill sergeant can make a better wake up call than my Typhoo. He’s a bit intense. Yeah really loud. We began to miss our Typhoo. Very early on Michael my husband found it tough. He’s not used to the exercise. I mean it was an experience. But Typhoo is so much nicer.”
During the second week, buckets of cold water are the method of choice: the couple are woken up with water poured over their faces in their bed. The camera moves to them speaking in their dining room . We see them at their front door exchanging a packet of Typhoo tea for a white-jacketed man with a bucket. Time and time again they are taken unawares – drenched with the bucket of cold water. Finally the man leaves and the couple happily retrieve their Typhoo tea.
“This week Typhoo asked us to compare cold water to the wake up power of Typhoo. I didn’t realise that a bucket could hold so much water. That was a nightmare wasn’t it – breakfast time. We began to miss our typhoo very early on. We were sick of the water by day two, well day one really. But I mean it did wake you up. You know, who’d want to stay in a wet bed? We were very happy to get the Typhoo back.”
Finally, the family gets to live with a cockerel for a week. A rooster flaps his wings, crows and jumps on to the couple’s bed. They’re awake. Once again we see the woman talking, this time on her couch. We see scenes of bedlam as the rooster oversees cooking in the kitchen, roosts above the bathroom sink, sits on the windscreen of the car as Michael leaves for work and harrasses the woman as she dresses. Finally the cockerel is exchanged for the box of tea.
“Well this week Typhoo asked us to test the wake up power of a cockerel to see it it’s better than my usual cup of Typhoo. Well breakfast time was a bit… a bit tricky. Everywhere he looked he’d suddenly appear. It sounded like fun at first. But it’s a lot of effort having a cockerel all the time. He took a real shine to Michael. He said he woke you up. I just really am glad to have Typhoo back.”
Advertising agency was given the brief of helping with a product USP. They aimed at motivating drinkers to purchase Typhoo for their first cup of the day. All ads and sponsorship idents were shown between 6.30 and 9.30am.
Advertising Agency: Clemmow Hornby Inge
Creative Director: Charles Inge
Copywriter: Greg Mutton
Art Director: Stuart Button
Production Company: Bikini Films
Director: Martin Granger
Silver Lion for the campaign
Bronze at Clio Awards