THE BASIS POINT

Ad Idea: For Philz or Blue Bottle Coffee


I’m a late bloomer on coffee. But now I’m a fiend who makes special trips around the city to score the good stuff. This morning, I had a funny coffee ad idea as I left Philz on Van Ness and Eddy—a gentrifying but spotty area in San Francisco. The ad would go something like this…
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It’s dawn. The only people out are world beaters gearing up and tweakers coming down. Strung out dude speed-walks toward me. Sticks me up.

Meth Fiend: Gimme your money … and that … and that [points knife to coffee and breakfast burrito]

Coffee Fiend: OK. It’s cool, it’s cool [digs in pocket, hands over money]

Meth Fiend: Now those, come on come on [jabs knife toward food/coffee]

Coffee Fiend: [Unblinkingly hands over burrito]

[Standoff. They stare at each other. Closeup on knife, then coffee, then yuppie car. Coffee Fiend eyes dart from Meth Fiend to coffee to car. Coffee Fiend clutches cup tighter.]

Meth Fiend: I don’t got all day [knife creeps closer]

[Coffee Fiend hands over keys. Cut to car driving away. Coffee Fiend watches blankly. Sips coffee. Smiles huge, stares at coffee cup, not a care in the world.]

Then some tagline like: Yea, it’s that good.
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Ad pros may advise against this concept for big coffee companies. But it would play for a cult coffee outfit. So to my hometown favorites Philz and Blue Bottle: if you want to do this thing on a budget, I’ll play the Coffee Fiend and we can use my car in the shoot. Naturally, I’d only ask that you compensate me in free coffee.