Take a break, says Yorkshire Tea ad

A new TV advertising campaign for Yorkshire Tea suggests that fans of the beverage will take a break from anything – even sex – for a brew. The TV campaign, developed by ad agency Beattie McGuinness Bungay, aims to remind viewers that a "proper Yorkshire teatime" takes precedence above all other activities. Launching on TV this week, the ad features a young couple coming home from a night out for a kiss and cuddle on the sofa, before breaking off to have a cup of Yorkshire Tea. "From Yorkshire. Where teatime's important," runs the strapline at the end of TV ad, which fades as the couple are getting back to making love. "When Yorkshire Tea says everything stops for tea, they mean it," said Trevor Beattie, co-founder of BMB. "There is no human activity, large or small, significant or trifling which cannot be enhanced by pausing to prepare a pot." Yorkshire Tea claims to be the third biggest tea brand in the UK and last year saw an 18.5% increase in sales. The TV campaign, which hits screens in the same week as rival PG Tips's Monkey and Johnny Vegas star in a new campaign spoofing When Harry Met Sally , will be supported by national press and online ads. • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".