A campaign of three online spots (directed by Untitled’s Aleysa Young) show coffee-deprived individuals yawning at very inappropriate times. In one spot, exhaustion prevents a doctor from delivering some terrible news in a sensitive manner. In another, a bomb squad lets the clock run out as their yawns become contagious. In the third, an overly sleepy Mohel about to perform a circumcision doesn’t exactly inspire confidence in the baby’s family. The spots end with an appeal from 23 Degrees: “Please don’t forget your coffee.”
Supporting the online spots are radio ads poking fun at tired police officers, morning talk show hosts, and cheating spouses.
“Coffee is a really cluttered category, which makes it especially important to create standout work.” says Christina Yu, Creative Director, Red Urban. “The roastery world takes itself fairly seriously, so we saw an opportunity to flip that and create something a little more irreverent than we’re used to seeing in this category.”
23 Degrees Roastery is just one of the growing Canadian brands in Red Urban’s roster, which also includes Fortnight Lingerie, Richmond Optometry, and The Drake General Store.
Says Steve Carli, President, Red Urban: “Supporting Canadian entrepreneurs with a standout product offering is an ongoing mandate here at Red Urban. Our aim is always to work closely with our clients as partners to help them develop tools to succeed across the board - in Canada and beyond.”
Benjamin Yu, Founder and President, 23 Degrees Roastery (no relation to Christina Yu) adds: “Red Urban hasn’t just provided us with a great advertising campaign. Through our partnership with the agency, we at 23 Degrees have gained a better understanding of how to best market our product and gain visibility, which is critical to our success.”
The campaign officially launches on June 4, 2013.
Credits:
Client: 23 Degrees Roastery
Spot Titles: Mohel, Doctor, Bomb
Agency: Red Urban
Executive Creative Director: Christina Yu
Copywriter: Jennifer Rossini
Art Director: Joel Pylypiw
Agency Producer: Terri Vesgo
Account Director: Keith Barry
Production Company: Untitled Films
Director: Aleysa Young
Director of Photography: Tico Poulakakis
Executive Producer: Estelle Weir
Line Producer: Robbie McNamara
Editorial Company: Rooster
Editor: Chris Parkins
Transfer: Alter Ego
Colourist: Tricia Hagoriles
Music & Sound Design: Grayson Matthews