Keurig Brings Hugh Jackman's Laughing Man Coffee Brand to K-Cups

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

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.


Jun 04, 2015
Brand :
Client :
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 :
Director :
Erich Joiner
Managing Director :
Oliver Fuselier
Executive Producer :
Lori Sonebraker
Producer :
Joby Ochsner
Agency :
Havas Worldwide

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