Ad of the Day: How Coffee Maybe, Probably Got Us to the Moon 47 Years Ago

American greatness, fueled by Colombian brew

Would the first successful manned moon landing have run as smoothly as it did if mission control wasn't properly stocked with strong coffee?

Probably not, claims a new campaign for the Colombia Coffee Grower's Federation.

In agency Rokkan's first campaign for the trade group's consumer-facing brand, Café de Colombia, we open in Houston, Texas, as NASA's beleaguered crew prepares for the storied liftoff of Apollo 11.

The space-themed campaign, which launches on the 47th anniversary of the first manned moon landing, suggests that in every big moment in the world's history, something special was brewing,and that something was probably a cup of Colombian coffee taste-tested, handpicked and inspected to ensure its greatness. Or it was all thanks to Francis—the guy who makes sure break room No. 3 is always stocked with the delicious coffee. You go, Francis!

"From cold brew to fair trade to latte art, our culture is more obsessed with coffee than ever. But people don't realize the most important step to making a good cup of coffee is starting with a great bean," Emily Garvey, director, strategy at Rokkan, told Adweek. "We wanted to help today's coffee enthusiasts, someone who values quality above all, realize the bean's power in a way that was relevant and entertaining."

The "Greatness is Brewing" campaign includes the long form "Liftoff" spot and three 15-second ads, all focused on some of the qualities that make Colombian coffee so great.

All spots are designed to get more U.S. millennial consumers interested in 100 percent Colombian coffee. The campaign will include a push on Facebook and Instagram as well.

"With this campaign, we want new coffee drinkers to have a better understanding of the superior qualities that come from Colombian coffee beans, how they are selectively picked, inspected for quality and taste," Roberto Vélez, CEO of the Colombia Coffee Growers Federation, said in a statement. "We want them to look for Colombian coffee in their favorite coffee shop or in the grocery store nearby. We want them to know that 'Greatness is Brewing.'"

CREDITS

Agency: ROKKAN

Chief Creative Officer – Brian Carley

Chief Strategy Officer – Sean Miller

SVP, Chief Delivery Officer – Joe Tao

SVP, Client Partnership – Matt Garcia

SVP, Media and Analytics – Lindsay Williams

Senior Media Strategist – Lorraine Schwartz

Strategy Director – Emily Garvey

Strategist – Spice Walker

Creative Director – Jeff Samson

Creative Director – Anthony DiPaula

Art Director – Brad Kranjec

Copywriter – Tommy Dudley

Executive Producer (Hone Production) – Greg Tharp

Senior Producer (Hone Production) – Tina Lam

VP, Client Partnership – Kaitlyn Brenner

Account Supervisor – Jenna Clapp

PRODUCTION:

Production Company – Soft Citizen

Managing Partner, Executive Producer – Eva Preger

Executive Producer – Link York

Head of Production – Rob Burns

Director – Aircastle

Line Producer – Merrie Wasson

Production Designer – Jesson Moen

Production Coordinator – Kelsey Larkin

Production & Post Coordinator – Kyle Sanderson

POSTPRODUCTION:

Editorial/Finishing – Fluid Editorial

Editor – John Piccolo

Assistant Editor – Stephen Ortega

Executive Producer – Laura Relovsky

Senior Producer – Valerio Iorio

VFX Artist: Chris Davis

Flame Assist: Cliff Moller

Graphics: Scout/Marc Boutges

Audio – Mr Bronx

Executive Producer – Claudia Gaspar

Mixer – Eric Hoffman

Color – Company 3

Colorist – Jaime O'Bradovich

Producer – Katie Andrews

DIGITAL :

Digital Producer – Lucy Adams

Front End Developer – Dusan Milko

Experience Design – Jeff Lagasca