“You’re making tea? Better make it a good one then.” Branded sales might be dropping off, but Brits still love a good cuppa.

So Clipper, making its TV debut, is determinedly playing up the quality message. Its ad is a fairly straightforward animation (though cleverly reminiscent of the brand’s packaging), with a voiceover telling us “Clipper is a cuppa that takes taste up a notch”, and highlighting its string of Great Taste Awards.

All well and good – but it seems strange that the brand doesn’t highlight its other attributes, especially its distinctive bleach-free bags, which would seem a slam-dunk to highlight as an environmental plus and point of difference. A voiceover-less online ad seems to do so – but even then we don’t see the bags.

Be proud, guys!