Twinings, the 300-year-old British tea brand, is trying to shake up tea's old-fashioned image with a new campaign from Uncommon that sets out to "redefine tea moments."

The brand is reaching out to a younger and more diverse audience with new ads that focus on well-being. The spots challenge stereotypes of tea drinkers. One, for example, shows a young Black man with his back to the viewer dancing in his kitchen to "Bad Karma" by Axel Thesleff, waiting for his kettle to boil, before pouring his Twinings "Glow" brew into a glass mug (rather than a traditional china cup).

Another features a woman drinking her tea alone on a beautiful beach drinking the "Calm" blend. A third, to promote the "Focus" blend, features young upcoming musician MC Nino playing the piano and singing. All three films are directed by James Marsh ('The Theory of Everything") via Pulse.

The campaign will also be supported by out-of-home executions. While giving a new look to tea-drinking, it also aims to reassert Twinings' place in modern British culture.

The work feels decidedly different against the long tradition of tea campaigns in the U.K., from PG Tips' famous tea-drinking chimpanzees to Tetley's ads embracing traditional British values.