Director David Gelb is an expert at capturing the reverence of the culinary arts, as seen in his films like “Jiro Dreams of Sushi” and his Netflix series “Chef’s Table.” Now, he has turned his lens to Don Diego, a coffee farmer whose family has been growing beans for a century--but this story gets a strange twist--from Burger King’s The King.
The short maintains the seriousness of Gelb’s oeuvre--we see Diego treading through the Colombian forest and carefully harvesting, washing and drying the beans. But throughout, the King is by his side, joining in the rituals while adding a quietfy goofy twist. “Knowing my coffee is enjoyed all around the world makes me really happy,” Diego's voiceover says, as the film captures him and his team in a group shot--the King sticking out like a gaudy sore thumb.
The film is meant to convey the quality of Burger King’s 100% Arabica coffee beans. “We go out of your way to bring you coffee your way,” copy reads toward the end. The video follows the Burger King’s announcement last week that it is debuting a coffee subscription model--by paying $5 a month, customers are entitled to a small cup of coffee every day.