Taylors of Harrogate crams a lot into a pair of new ads – one for tea, one for coffee.

We’re told the origin stories of its beans/leaves through the pages of a beautifully animated book. Some gorgeous imagery and a florid voiceover convey the work of Taylors’ ‘flavour wizards’ back home, too.

It’s impressive, but what makes the ads relatable is that they find time for the consumer: Will, drinking coffee in his wife’s dressing gown, and Katie, supping tea with her cat.

That, and the fact Taylors has sewn in a thread of Yorkshire gold by hiring Patrick Stewart. His bold voiceover works perfectly for the high-concept stuff, but there’s a twinkle in his delivery that sells the down-to-earth bit just as well.