AdFreakGreen Mountain Takes a Caffeinated Approach to Storytelling in Fast-Talkin’ Ads From HavasNow, that's perky stuffBy David Gianatasio|February 6, 2017 ShareBy David Gianatasio|February 6, 2017 ShareFair-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.CREDITS 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 Adweek Adweek