Brand MarketingAd of the Day: Costa CoffeeChain's baristas want to give it to you in the darkness while buried alive in beansBy Emma Bazilian|October 11, 2012 ShareBy Emma Bazilian|October 11, 2012 Share Do you love coffee? Probably not as much as your average barista at Costa Coffee, the U.K.'s biggest coffeehouse chain (and the world's second largest, behind Starbucks). According to this crazy new spot from London ad agency Karmarama, Costa employees boast a borderline unhealthy obsession with coffee beans that sometimes manifests itself in the form of imaginary musical productions. The minute-long spot, directed by Sam Brown of Rogue Films, opens with curtains pulling back to reveal a bunch of disembodied heads bobbing in a sea of coffee beans, all singing along to the opening chords of "I Was Made for Lovin' You" by Kiss. These dozens of heads, arranged in the shape of a heart, display a remarkable passion for sharing their love of coffee through song. They are also really creepy—especially when the occasional fist pump emerges from the flood of beans, like a zombie arm breaking free of its earthly tomb. (One could also argue it's virtually impossible to sing the words "I want to give it all to you/In the darkness/There's so much I want to do" without being creepy, zombie hands or no.) But it turns out this is all just a fever-dream taking place in the mind of one highly imaginative Costa Coffee barista. Luckily, his customer seems to be too busy looking at her phone to notice that her server has just zoned out for an entire minute. The moral of this story? Don't overdo it with the caffeine. CREDITS Client: Costa Coffee Agency: Karmarama, London Creative Directors: Sam Walker, Joe de Souza Agency Producer: Emma Johnston Planner: Will Hodge Director: Sam Brown Director of Photography: Alex Barber Production Company: Rogue Production Producer: James Howland Editor: Amanda James Postproduction Company: The Mill Post producer: Chris Batten Visual Effects Shoot: Andy Dill Telecine Artist: Seamus O’Kane Flame Lead Artist: Barnsley Audio: Ben Leeves, Grand Central Music: Major Tom Adweek Adweek