Weird Science: Mutant Lab Rats Tout 'Best Coffee' From Growing Brand Goodboybob

Absurdist campaign comes from Erich & Kallman

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A couple of research scientists are big fans of a fast-growing coffee brand called Goodboybob, but they’d like to put some data behind their opinions.

In a new campaign from independent agency Erich & Kallman, the colleagues test their “best coffee” hypothesis with a bizarre control group. Three words: mutant lab rats.

Adding to a long line of absurdist advertising—perpetuated by the likes of Skittles, Old Spice, Kayak, Ocean Spray and others—Southern California-based Goodboybob launched its biggest marketing campaign to date with a 45-second spot set in an experimental haven.

The rats in question at this particular workplace are equipped with human senses, with recognizable organs growing on their furry backs—two have ears, two have eyes and one has a mouth, courtesy of CGI.

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