Boston-based agency Full Contact launched a new spot promoting Cumberland Farms’ Farmhouse Blend Iced Coffee, entitled “Tip Drill.”
With the summer officially here and more and more coffee drinkers turning to the iced version of the beverage, the spot celebrates a recent survey which found that 87 percent of participants “liked or loved” Farmhouse Blend Iced Coffee. A voiceover delivers the statistic in the middle of the spot’s action, which revolves around a group of men and women diving to save one woman’s iced coffee, tipping it off one person to the next, volleyball-style. It’s a very straightforward approach (perhaps a little too straightforward, given the transparency of the voiceover), relying strongly on an already established brand.
“We are now a few years into the phenomenon that is Farmhouse Blend Iced Coffee,” said Marty Donohue, partner, co-creative director at Full Contact. “More and more people are falling in love with it every day. We wanted to create a spot that showed that collective devotion in a really interesting way. So how about having complete strangers dive all over a Cumberland Farms parking lot to save a woman’s ice coffee from dropping to the ground? Sure, that’ll work.”
Credits:
Ad & Production Credits from “Tip Drill”
Production Company: Native Content
Executive Producer: Susan Rued
Director: Gary McKendry
Director of Photography: Sean Valentini
Line Producer: James Blom
Advertising Agency: Full Contact
Copywriter: Marty Donohue
Art Director: Tim Foley
Associate Producer: Caroline Aylward
Management Supervisor: Dan Gross
Account Manager: Sara Capaccio
Editorial: Bug Editorial
Editor: Andre Betz
Executive Producer: Caitlin Grady
Color: Nice Shoes
Colorist: Sal Malfitano
Conform: Brickyard
Music & Sound Design: Big Foote Music
Mix: Soundtrack
Sound Engineer: Mike Letourneau