Fair-trade sourcing of coffee beans, while a commendable business practice, seems like an awfully snoozy topic for TV commercials. Would swift-paced voiceovers and quick-cut imagery draw in viewers and hold their attention?
If this sounds appealing, perhaps Havas New York’s latest effort for Green Mountain Coffee will make your heart beat faster.
The ad below opens with a guy placing one of the company’s K-Cups in a coffee maker from sibling brand Keurig. A perky voiceover says, “This is the story of Green Mountain Coffee and fair trade, told in the time it takes to brew your cup.”
We then jet off to La Plata, Colombia, to meet Boris, a farmer who grows “mind-blowing coffee” (and hangs out with a pooch named Pepe):
Yeah, Colombia’s all about exporting mind-blowing stuff. (And randy dogs!)
“We wanted the viewer to get a snapshot of this intricate process, to understand why our practices matter,” Jaime Mahoney, Green Mountain’s senior director of brand and product management, tells AdFreak. “We work on the ground with coffee farmers to ensure best farming and sourcing practices, leading to both community improvements and the best cup of coffee possible.”
Next, the scene shifts to Vermont—the Green Mountain State!—for a tutorial on smooth roasting and hipster facial hair:
You just know those beards stink of smooth, smooth java. (Like bouquets, but with coffee-soaked hair!)
Now, Havas deserves credit for taking an unexpected approach designed to make the subject matter more compelling. The agency also tried something different for Green Mountain last year with work rooted in snappy visuals.
And if the rapid patter sounds a bit jittery, maybe the speaker should cut back to one cup a day.
Client: Green Mountain Coffee
Campaign: Packed with Goodness
Agency: Havas New York
Chief Creative Officer, The Americas: Toygar Bazarkaya
Executive Producer: Peter Feldman
Creative Director: Tommy Troncoso
Creative Director: Nazly Kasim
Associate Creative Director: Reuben Orter
Associate Creative Director: Ben Butler
Managing Director: Morgan Seamark
Account Director: Laura Brillanti
Account Executive: Stella Continanza
Director: John Merizalde
Production Company: Whitelist Content, LLP
Producer (Whitelist): Dustin Highbridge
Editorial: Whitelist Content, LLC
GMC Senior Director, Brand & Product Management: Jaime Mahoney
GMC Director, Global Advertising and Social Strategy: Mindy Hines
GMC Brand Manager: Sarah Murphy
Audio Post: Sonic Union
Audio Mixer: Michael Marinelli
Producer: Patrick Sullivan
Studio Director: Justine Cortale