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Luzianne Tea takes dead aim at the competition in its new television campaign.

Two 30-second TV spots by Jordan, McGrath, Case & Partners/Euro RSCG in New York tout the benefits of “The right tea for iced tea.”

In “Restaurant Conversion,” a couple dining in an elegant establishment have their pallid glasses of Lipton’s iced tea switched by a Luzianne agent, who is concealed under a serving cart.

“Hey, that’s the best glass of iced tea I’ve ever had!” the woman exclaims.

“What we decided to do was take the classic hidden-camera commercial format and stand it on its ear,” said...

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