Starbucks: Stop Texting and Just Talk to Each Other Face-to-Face Already!

A new BBDO Campaign for the Coffee Chain Is Nostalgic for Life Before Screen-Addiction

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Starbucks is known for serving piping hot wi-fi to people who want to stare at their phones and laptop screens while sipping coffee. But in its new campaign, the chain is encouraging people to embrace the pre-internet roots of coffeehouse culture.

In three 30-second spots titled "Apology" (above), "Date" and "Kick," we overhear disembodied conversations in progress (at a Starbucks, judging from the background noise) while seeing how they might have played out as text messages. In every case, there are nuances that are easy to discern from the tone and cadence of speech, but are utterly lost in text form. ("Kick" in particular then makes it clear how important human touch is.) The tagline: "Sometimes the best way to connect is to get together."

The campaign, by BBDO, is rolling out on U.S. national television.

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About

Credits
Date
Sep 18, 2014
Agency:
BBDO New York
Chief Creative Officer, Worldwide:
David Lubars
Client:
Starbucks
Chief Creative Officer, New York:
Greg Hahn
Executive Creative Director:
Dennis Lim
Executive Creative Director:
Juliana Cobb
Executive Creative Director:
Tom Markham
Creative Director/Copywriter:
Paul Bartow
Senior Copywriter:
Dana Stalker
Associate Creative Director:
Rachel Frederick
Director of Integrated Production:
David Rolfe
Senior Producer:
Becky Burkhard
Director of Music:
Rani Vaz
Music Producer:
John Melillo
Group Planning Director:
Rich Santiago
Engagement Planner:
Kevin Wang
Director:
Peter Jensen
Audio Post House:
Sound Lounge
Sound Engineer:
Tom Jucarone
Sound Engineer:
Glen Landrum
Sound Engineer:
Pat Christensen
Executive Producer:
Vicky Ferraro
Edit House:
Go Robot!
Editor:
Adam Liebowitz
Editor:
Joe Kriksciun

See more credits

Category
Industry
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