For a long time (until mere moments ago, in fact), I believed that the somewhat superior airs of the British were a result of their upbringing and accents. For whatever reason, I believed that their poshness was beyond their own control.

These ads have irrevocably changed my mind.

Because they make quite the statement. Read: “We are British. Therefore, we are better than you.” (In a distinctly North London accent).

Of course, everyone was always thinking it. But I think the polite nature (or at least, polite accent) of most of the English always made me think that they had no idea that they gave off this, somewhat, condescending impression.

The sad fact is, often they are right. The snooty tone of an English gentleman will declare that London is undoubtedly the centre of the Earth and there was no reason to ever venture even as far as the Continent. We might provoke an argument, raise the many wonders of Europe and beyond, but honestly, we’re all agreeing on the inside. Who can argue with a Londoner? They do, after all, live in London.

Even the little jabs that we take pleasure in, the mini-taunts which bounce off the British skin because really, they are petty at best – are harnessed in this ad. Yes, it’s always grey in Britain, and perpetually raining. But the Stephens Brothers like it that way.

We can dangle our Australian blue skies and beaches in their faces – but the Brits still manage to win. After all, you can’t wear impeccably cut suits in 40 degree sweltering heat. I would know.

So the British continue to conquer the convicts – even if it was hundreds of years ago, we still suffer from little brother syndrome. These ads are from India – a nation who has a far more recent experience of British superiority.

However, it’s possible that the Indians don’t have the memory we do – after all, these ads are a direct reflection of the Stephens Brothers 2007 campaign.

Well, you can’t say the Brits aren’t honest. They can dangle their handsome-media-darling Princes and gorgeously cut clothing and tea parties in the country all they like – and it’ll work. The photography in these shots is stunning; the monochromatic tones make even the dreariness of London skies beautiful.

So you may have noticed I’m a London-phile, and its ads like these that feed my obsession. They’re so…British. Stormy skies are no deterrent, let’s just sit in the park and have some tea. Wait – that could be the attitude that has been their economic downfall. All of a sudden, (if it means I get to get back to England), I’m hoping for some blue skies.

Advertising Agency: ideas@work, Mumbai, India
Creative Directors: Zarvan Patel, Prashant Godbole
Art Director: Manoj Gorde
Copywriters: Roy Abraham, Kartik Smetacek
Photographer: Tejal Patni
Published: October 2008

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