"Some say the world will end in fire, some say in ice". Robert Frost's famed line is brought to life by director Tarsem in this Carte Noire spot for Instinct instant coffee. Two fighting groups hurl flaming and frozen balls at each other in an all-out war until a pair of enemies reaches for one at the same time. The result: a roasted coffee bean. The "fire and ice" theme underlines the fact that Instinct uses cold water to end the roasting process. The spot is running on TV and in cinemas in the UK.