They may have sold millions of records worldwide but Leeds indie rockers Kaiser Chiefs have never forgotten where they come from.
Who better, then, to feature in a new TV advertising campaign for good old Yorkshire Tea?
Ricky Wilson and co’s ad was filmed at Yorkshire Tea’s headquarters in Harrogate and shows them treating a phone caller to some live holding music.
Other adverts in the campaign feature Leeds’s Olympic triathlon kings Alistair and Jonny Brownlee and Yorkshire broadcasting legend Sir Michael Parkinson.
A number of Yorkshire Tea employees appear alongside the various famous faces in the ads, which celebrate the company as a “place where everything’s done proper”.
The advert starring the Kaisers is due for its first screening on ITV during tonight’s edition of The Voice UK.
Its debut airing coincides with an eagerly-awaited hometown show for the band, who are playing Leeds’s First Direct Arena this evening.
Yorkshire Tea brand manager Laura Burton said: “Michael, Alistair and Jonny and the Kaiser Chiefs are all experts at their own crafts and truly epitomise ‘doing things properly’.
“This made them the perfect fit for our next TV campaign.
“Properness is central to absolutely everything we do here at Yorkshire Tea.
“I believe it’s the special ingredient that helps our business thrive, and is a value that our customers share.”
This evening’s Kaiser Chiefs gig will bring down the curtain on the band’s UK tour in support of their latest album, Stay Together.
Looking ahead to the show, Ian De-Whytell, from Leeds’s Crash Records store, told the Yorkshire Evening Post: “It will be great to see Kaiser Chiefs back in front of a home crowd.
“You can see how much the lads enjoy playing Leeds and they always attract an energetic and enthusiastic audience. It will be a brilliant night at the arena.”
The band’s next appearance in Yorkshire will come at Scarborough’s Open Air Theatre on May 27.