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.