Lipton Ice Tea is looking to showcase how ‘Tea Changes Everything’ with what it calls an “uplifting” new brand platform, set to mark its most significant campaign investment in over a decade.

Crafted in partnership with London agency Adam&EveDDB, the work will be centred around an extravagantly eccentric clip, reminiscent of Disney’s Pirates of the Caribbean blockbuster franchise.

Directed by David Wilson and produced by Riff Raff, the film introduces the brand’s new sensory signature developed with agency partners Design Bridge – the ‘Lipting’.

“With ‘Tea Changes Everything’, we are able to bring that sense of joy and lighthearted humour into our communications, creating content which is entertaining and unmissable in today’s cluttered advertising environment,” said Nipa Shah, head of global marketing at Pepsi Lipton.

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‘Pirates’ will run on TV, cinema and digital video across key markets globally, launching initially in Europe followed by a full-scale global rollout, supported by further executions across online video, out-of-home and social media.

Mark Shanley, creative director at Adam&EveDDB said: “We’re excited for the launch of this new creative platform. And we’re looking forward to the next chapter of ‘Tea Changes Everything’.”