Creativity

Keurig: Hints of Happiness

Jackman Founded The Laughing Man After Encounter in Ethiopia

Published on Jun 04, 2015

Editor's Pick

Even without claws, "Wolverine" actor and all-around entertainer Hugh Jackman is a convincing spokesman for his own fairtrade coffee, Laughing Man, in a series of ads promoting the brand's new partnership with Keurig coffee, which is now selling K-Cup versions of four of the company's brews.

The spots star Mr. Jackman being his very charming self as he explains the tale of the coffee's origins. During a trip he and his wife took to Ethiopia, they met a coffee farmer with an infectious laugh named Dukale. That encounter inspired him to open his charity brand Laughing Man, whose proceeds all go to charity. He recounts the tale against a simple animated backdrop that ultimately drops out to reveal the real-life "headquarters" of Laughing Man, a coffee shop in the Tribeca neighborhood of New York.

The Keurig team-up, however, potentially brings the brand into the homes of consumers around the world and seems to have taken over the brand's e-commerce site at livelaughingman.com.

As part of the promotional efforts, on June 5, Laughing Man will be releasing a documentary, "Dukale's Dream," recalling Mr. Jackman's encounter with Dukale and illustrating the importance of fair trade coffee.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Jun 04, 2015
Agency:
Havas Worldwide
Client:
Keurig
Managing Director:
Israel Garber
Managing Director:
Jason Musante
Executive Creative Director:
Dustin Duke
Executive Creative Director:
Jon Wagner
Creative Director:
Donnell Johnson
Assistant Creative Director:
Rhea Hanges
Head of Content, North America:
Rich Rosenthal
Co-Head of Production, North America:
Sylvain Tron
Executive Producer:
Arlene Steinwald
Junior Producer:
Wendy Luong
Digital Producer:
Thao Le
Group Account Director:
Laura Dartnall
Account Director:
Laure Ayel
Account Supervisor:
Lindsay Stanislau
Assistant Account Executive:
Alex Zubak
Production Company:
Tool
Director(s):
Erich Joiner
Managing Director:
Oliver Fuselier
Executive Producer:
Lori Sonebraker
Producer:
Joby Ochsner

Tags

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.