W+K, Maxwell House Shoot for Good, Not Great

By Erik Oster 

In a world with Starbucks at every corner and small, fancy artisinal coffee shops sprouting up everywhere, it would be counterproductive for an instant coffee brand to try to compete. So W+K starts a different conversation for Maxwell House, asking, “Whatever happened to good?”

The new “Say Good Morning to a Good Day” campaign features a series of broadcast and web spots centering around an affable, middle-aged everyman (everydad?) who laments that with all the attention on phrases like “Awesome,” “Amazing,” and “That’s epic, bro!” people have forgotten about “good.” In the 30-second spot, he goes on to explain that good is “Swinging to get on base” or “choosing not to overshoot the moon, but instead to land right on it.” This all makes “good” seem pretty appealing, with the spot ending with the resurrected “Good to the Last Drop” tagline.

While some may question the choice of admitting your product isn’t “amazing,” the strategy makes sense for Maxwell House, whose coffee is, at best, “good enough,” and whose best bet is to convince the older generation that all the fuss over fancy coffee just isn’t worth it. W+K pull off the execution really well, making the “good” approach about as persuasive as it can be. Credits after the jump.Credits:
Client: Maxwell House
Agency: Wieden + Kennedy
Creative Directors: Eric Baldwin / Karl Lieberman
Copywriter: Matt Mulvey
Art Director: Lawrence Melilli
Producer: Shelley Eisner
Account Team: Ken Smith / Ryan Peterson
Business Affaires: Cindy Lewellen
Project Management: Shannon Hutchinson
Executive Creative Directors: Joe Staples / Susan Hoffman / Mark Fitzloff
Head of Production: Ben Grylewicz

Production Company: MJZ
Director: Steve Ayson
Executive Producer: Emma Wilcockson
Line Producer: Martha Davis
Director of Photography: Alwin Kuchler

Editorial Company: Joint
Editor: Tommy Harden
Post Producer: Ryan Shanholtzer
Post Executive Producer: Patty Brebner

VFX Company: The Mill
VFX Supervisor: Tim Davies/Phil Crowe
Flame Artist: Billy Higgins/John Price
VFX Producer: Dan Roberts/Sue Troyan
Titles/Graphics: WK Studio & The Mill

Music+Sound Company: Tonefarmer/740 Sound
Composer: Ray Loewy/Jimmy Harned//  mnemonic – Dan Sammartano/Joe Spallina
Sound Designer: Rommel Molina/Scott Ganary
Producer: Liz Higgins – Tonefarmer/ Jeff Martin – 740 Sound

Mix Company: Eleven
Mixer: Jeff Payne