Kaiser Chiefs perform live hold music for callers in the latest advert released by Yorkshire Tea.
The 30-second spot, titled “Where everything’s done proper” and directed by Si & Ad through Academy, features the English indie rock band from Leeds fronted by Ricky Wilson, hired as the brand’s Hold Music House Band, starting to play their single “I Predict A Riot” when the lady answering the phone puts the caller on hold.
“At Yorkshire tea, we’ve always done things proper. So when vacancies appear for new staff, we always try to find the very best talent – from the people who source our tea all the way to our new Hold Music House Band” – is the message conveyed in the advert, part of the new brand’s campaign, including also other celebrities from Yorkshire, such as Olympic triathletes Alistair and Jonny Brownlee, and veteran talk-show host Sir Michael Parkinson, working in the brand’s factory. The campaign, created by Lucky Generals, continues the brand’s strategy of “a belief in doing things properly” according to the marketing director Dom Dwight.