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Emily Atack has officially become the new face of PG Tips, stepping into a high-profile role that was once dominated by comedian Johnny Vegas. The Inbetweeners star has signed a lucrative six-figure deal with the iconic British tea brand, taking on a starring role alongside the beloved Monkey mascot, who has come out of retirement for the new campaign.
Atack, who rose to fame playing Charlotte Hinchcliffe in the hit comedy series The Inbetweeners, now finds herself at the heart of one of the UK's most recognisable advertising campaigns. Her appointment marks a fresh chapter for PG Tips, whose Monkey mascot had officially "retired" in May 2024 after years of charming audiences alongside Johnny Vegas.
But in a surprising twist, the tea-loving Monkey has returned, and he’s bringing drama, laughter, and family life with him. The new advert series, titled At Home with Monkey, is a playful take on the world of reality TV, where Emily Atack stars as Alice M, Monkey’s wife. The campaign takes viewers into the fictional family life of Monkey and Alice, complete with two children named Earl and Chai, both cheeky nods to popular tea varieties.
Credit: PG Tips
In the reality show-inspired series, viewers will watch Monkey and Alice navigate the ups and downs of married life, offering a fresh, humorous twist to the traditional tea ad format. The concept aims to combine British humour with a touch of modern reality TV culture, bringing PG Tips back into the spotlight after a period of creative reinvention.
PG Tips’ decision to bring Monkey out of retirement and introduce Emily Atack comes after a period of change for the brand. Following Monkey’s initial retirement in 2024, Top Boy star and former So Solid Crew member Ashley Walters took on the role of brand ambassador, appearing in a campaign that marked the brand’s first television advert in eight years.
Emily Atack’s new role with PG Tips also comes at a high point in her career. The actress has received widespread praise for her standout performance in the hit series Rivals, which has been nominated for a 2025 BAFTA TV Award. Her comedic talent and natural on-screen charisma make her an ideal fit for the new, family-themed PG Tips campaign.
Credit: PG Tips
Fans of the brand will now get to see a very different side of Monkey, who goes from a laid-back tea lover to a family man navigating domestic life. As the campaign continues to roll out, it’s clear that PG Tips is embracing a fresh, modern direction, while still celebrating the charm and humour that have made it a British favourite for decades.
