PG Tips is hitting consumers where it increasingly seems to hurt with this ad: in the conscience.

Operation Adorable Moppet sees a young girl hosting a tea party with an array of her soft toy friends (look out for a cameo for the brand’s famous monkey). After kicking off with a neat ‘elephant in the room’ gag, she tells them they’re switching to PG Tips, because its bags are biodegradable, while some rivals still use plastic. “I know, I’d be speechless too,” she tells them.

Guilt-tripping shoppers (and rivals) doesn’t always work, but it seems a smart move here, with our heroine emblematic of a generation that doesn’t want its world choked with plastic. And do most consumers know, off-hand, which other tea brands use biodegradable bags?

Strong stuff.