Yorkshire Tea TV ad still 2017, Michael Parkinson

Yorkshire Tea has an impressive advertising track record - and its new celebrity-led trio don’t disappoint.

The ads take us to YT HQ, where various Yorkshire heroes are shown at work. Delivery boys Alistair and Jonny Brownlee race to drop off packages, the Kaiser Chiefs provide live hold music, and Michael Parkinson conducts job interviews.

If the idea is funny, the execution is perfect, with just the right note of self-deprecating humour thrown in. There’s a crack about which Brownlee should get the Yorkshire Gold, the band is cut off in full flow, and Parky’s repartee is briefly interrupted by a phone call, which has his TV theme as a ringtone.

Fresh, funny, and a great way to underline the brand’s heritage.