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Editor’s Pick. Costa Coffee ‘Not all coffee’s’ advert

Agency:  Karmarama

Client: Costa Coffee

Costa has launched its their first ever TV aiming to highlight the superior quality of Costa’s coffee through the demonstration of the skill it takes to make the perfect cup.

This campaign is the latest from Costa to announce their product superiority versus their competitors.

“Costa is enjoying double-digit like for like sales growth, and we aim to continue this great momentum. Independent surveys consistently prove that coffee lovers prefer Costa, and this TV commercial will help us to explain the reasons why,” said Costa Marketing Director, Jim Slater.

The idea focuses on the theorem that if you give a room full of monkeys typewriters, they will eventually produce the entire works of Shakespeare. So, the voiceover provokes, can a room full of monkeys produce the perfect cup of coffee?

The film opens on an individual monkey and pans out to reveal a futuristic room filled with monkeys in front of coffee machines. We see the monkeys tentatively trying to work the machines and it gradually descends into chaos. We then cut to a balletic sequence of a Costa barista making the perfect flat white.   

The accompanying press activity features bold, confident headlines prompting the audience that not all coffee is made equal and that Costa are on a mission to save the world from mediocre coffee.

This approach follows the controversial 7/10 taste test campaign that led to several months of complaints from Starbucks which culminated in a landmark ASA ruling in Costa’s favour in July this year.

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