Coffee brand 1850 has released a new advert, that carries the tagline “Quality That’s Criminal”.
The spot, created by agency Publicis New York like a cop dramedy and available as a 2-minute film, as well as shorter versions, presents the 1850 coffee as illegal contraband. Therefore, those who are caught drinking it or having it in their hands are arrested. A Hollywood actress who had it in her purse, a stockbroker who also hid it in a bag, and a group of coworkers who’re trying to make coffee using the 1850 blend in a dark apartment are among the arrested ones.
The soundtrack music is an original song called “Criminal” and composed specifically for this ad by Christoffer Berg.
JM Smucker Company-owned brand aims to highlight, thus, that, “For over 170 years, Folgers has been perfecting a coffee with quality that’s so bold, so smooth, so arresting, it’s criminal”.