When Hugh Jackman wakes up in the morning, it turns out he’s more “Wolverine” than “The Greatest Showman.” As the alarm blares, he rises with a snarl on his face, hurling the clock to the other end of the room, as we see in a new social spot from his fair trade java brand, Laughing Man Coffee.

The grumpiness continues and he screams at the noisy kids on the street below and tells his French Bulldog to go take itself for a walk. The character in this film is quite the contrast from the entertainer’s public persona, which his buddy, Ryan Reynolds, describes in a voiceover:

“This is Hugh Jackman, noted humanitarian, goodwill ambassador, eternal optimist and founder of Laughing Man Coffee, the coffee company that donates 100% of Hugh’s profits to support Fair Trade farmers and brews the exceptional flavor that is 100% responsible for the Hugh Jackman we know and love.”

By the end of the spot, when Jackman makes it over to his brewing machine and he’s able to finally take a sip of Laughing Man, we see the smiling, affable gent we’re more familiar with.

“There he is,” Reynolds says. “Laughing Man, the nicest f*cking coffee on earth.”

The spot was created out of Reynolds' marketing agency, Maximum Effort, the company behind his campaigns for Aviation Gin, which was recently acquired by Diageo. Bryan Rowland directed out of Escape Velocity.