Institute's Jackie van Beek Helms New Campaign for Gold Peak Tea
Jackie van Beek has directed the latest spots for Gold Peak Tea, produced by Institute. The campaign features the funny, relatable, and beautifully dry ‘spokes-sipper,’ Norm, advertising the original Gold Peak Tea along with Simply Gold Peak, which mixes the premium ready-to-drink tea with Simply Juice’s lemonade.
Expanding upon earlier campaigns with Norm, the brand humorously celebrates the real moments that make life golden. Van Beek’s artful worldbuilding and clever comedic timing bolster this theme, while the golden atmosphere unites and grounds the campaign.
The witty, if a bit silly, Norm comes to life across the five ads while he perfects his golf swing, looks to strike gold, and enjoys a tea party hosted by Mother Nature, all with a playful twinkle in his eye. Van Beek’s background in dual-reality comedy, like The Office Australia on Prime and What We Do in the Shadows on FX, is apparent throughout the expertly crafted campaign.
“Being an actor myself, I have a deep understanding of the highs and lows of the job,” said van Beek. ”I’ve found my acting experience invaluable in directing other actors. Norm is fantastic - we love inspirational characters, but we love flawed, inspirational characters even more! I’m so happy with how the campaign turned out, and it was so great to work on.”
Jackie van Beek is a multi-hyphenate director, writer, and actor from Aotearoa, New Zealand, with a sly sense of humor that fuels her creative work across film, television, and commercials. Her recent work includes the highly talked-about campaign for California Pizza Kitchen with Busy Philipps and other brand clients, including Tourism New Zealand, Electronic Arts, and SkyGo.
Credits:
Director – Jackie van Beek
Founder / Creative Director – Lauren Greenfield
Founder / President – Frank Evers
Managing Director – Tori Palmatier
Executive Producer – Sean Lyness
Director of Photography – Bevan Crothers
Service Company – Good Oil
