# PG Tips advertising returns to form

- Link: https://fundraising.co.uk/2009/01/05/pg-tips-advertising-returns-form/
- Published: 2009-01-05T09:23:11+00:00
- Author: Kevin Baughen

Whilst not related to fundraising specifically (PG’s links to the Rain Forest Alliance
aside), I thought it worth a mention because I think it is an excellent example 
of 21st century, coordinated advertising.

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PG Tips’ latest TV advert sees a heavyweight return to the screens for ‘Monkey and
Al’ in an homage to the famous [Morecambe & Wise breakfast](http://uk.youtube.com/watch?v=EFgdhZGLJrY)
sketch. But other than being charmingly funny, this campaign highlights a handful
of techniques we could all adopt more widely.

 1. PG Tips actually advertised their forthcoming advert! A viral campaign was created
    for You Tube and emailed before Christmas to create a ‘buzz’
 2. The pre-advert was hugely topical as it featured Monkey in a [parody of the Queen’s Christmas message](http://www.guardian.co.uk/media/2008/dec/15/pg-tips-monkey)
    and registered tens of thousands of views in its own right
 3. The company proactively utilised You Tube to increase the viewing figures of its
    advert as well as group together its previous adverts and short movies featuring
    the two main characters (including out-takes).  This provides an online chronicle
    of the adventures of Monkey and Al which has developed a cult following possibly
    not seen since the Nescafe couple! (my humble opinion)
 4. The consistency of characters and simplicity of message is present throughout the
    advertising whether it’s on or offline, leaving the viewer in little doubt as to
    the subject matter
 5. The choice of the new characters with the Morecambe & Wise sketch as inspiration
    is a stroke of genius.  Not only does it have very positive associations with this
    time of year but it should also appeal to older and younger audiences alike. 

Which charities don’t want to develop a younger supporter base whilst maintaining
appeal with older members / donors?

Kevin Baughen is founder of [Bottom Line Ideas](http://www.bottomlineideas.com),
a speaker for [Cancer Research UK](http://www.cancerresearch.org.uk) and a long-
time advocate of blurring the lines between best practice from both the commercial
and charity sectors.