Fred Rowson combines the advertising and music video worlds in this comedic hybrid for Yorkshire Tea. 

Giving an eccentric, tea-driven spin to the traditional 'holiday' video, we see a young character (played by George Kent) packing his bags for Ibiza, choosing to take 10kg of Yorkshire Tea with him, in place of everyday essentials. 

Packed full of slick transitions, graphic effects and greenscreen hilarity, it's a big change of tone for the brand, and Rowson does a brilliant job in ushering in this new style, in collaboration with ad agency Lucky Generals.

“My favourite ads are the ones that get really, really specific about some small detail of life, and blow it up into something epic - and the creatives at Lucky Generals absolutely nailed that in this spot," says Rowson.

"From the client to the creatives to my HoDs and cast, we were all on the same page about how good this could be. So this has been one of the most fun experiences I've had in commercials.”

So does it qualify as a proper music video - and does that even matter?

"I'm just glad to see that the language of the music video has an enduring half-life," adds Rowson. "We will never escape the radiation."