Institute director Jackie van Beek brings her signature wit and comedic precision to a new campaign for Gold Peak Tea. The campaign spotlights both the brand’s classic ready-to-drink tea and its refreshingly tangy companion, Simply Gold Peak—a blend with Simply Juice’s lemonade.
The series, produced by Institute, expands on the beloved world of Norm, Gold Peak’s dry-witted “spokes-sipper” who sips his way through life’s quietly golden moments. Across five playful spots, Norm finesses his golf swing, hosts a tea party with Mother Nature, and even goes prospecting—with nothing more than a tea and a deadpan delivery.
Van Beek’s direction elevates the absurd with heart and impeccable comedic timing, drawing from her experience on projects like What We Do in the Shadows (FX) and The Office Australia (Prime Video). Her natural ability to build immersive, stylized comedic worlds is on full display, with warm lighting and a golden color palette that underscores the campaign’s “simple pleasures” ethos. Watch below:
“Norm is fantastic—we love inspirational characters, but we love flawed, inspirational characters even more,” van Beek shared. “As an actor myself, I find working with performers incredibly fulfilling, and this campaign gave us so much room to play.”
A creative force from Aotearoa (New Zealand), van Beek continues to make waves internationally with recent standout work for California Pizza Kitchen (starring Busy Philipps), Tourism New Zealand, Electronic Arts, and SkyGo.
This latest Gold Peak campaign serves up more than just tea—it’s a celebration of life’s unfiltered, low-stakes wins, delivered with a wink and a sip.
CREDITS:
BRAND: Simply Gold Leaf Tea
PRODUCTION COMPANY: The Institute
- 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
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