I finally got around to watching this new Folgers ad from Saatchi & Saatchi last night. You know, the one with the army of glowing, criminally insane-looking sun-people who float in from the eastern sky at dawn and fan out across the land, brewing pots of Folgers, contorting in ludicrous dance numbers and singing a nutso song that goes, “Get up, get out of bed/You can sleep when you are dead!” The tagline is: “Tolerate mornings.” (There’s a companion Web site as well.) It’s so ridiculous, it’s fantastic. If you’re going to go over the top, and associate your product with death and insanity, you might as well go all the way. 

—Posted by Tim Nudd