Green Mountain Takes a Caffeinated Approach to Storytelling in Fast-Talkin' Ads From Havas

Now, that's perky stuff

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Fair-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.

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