Thinking of an advert as a story, our initial penguin/ ice tea themed idea featured a three-act structure:
'A penguin, inside an igloo, settles down for the evening by making himself a cup of tea. But to his surprise, boiling the kettle begins to melt his home! Looking for a colder alternative, he discovers Lipton Ice Tea, and finally he can relax, drink his tea, and not have to worry about the temperature.'
Of course, the idea would be more fleshed out for the final advert, and at this point is isn't yet decided if this is the storyline we want to proceed with. As always, I'll post any other ideas as and when we have them!