Ads for fairtrade coffee often appeal to our conscience, showing how the brew benefits growers in developing countries. But a new campaign for Ethiopian-Dutch fairtrade brand Moyee takes a different approach, via some dark comedy with the message that life's unfair, but your coffee isn't.
The campaign by 180 Amsterdam includes the spot seen here, in which a gnarly, aging rockstar sits with a beautiful girl as various undergarments fly into his lap. The voiceover says it's not fair that he could have your wife and your daughter, even though he's "hideous" -- and this is someone's wife AND daughter. At least Moyee FairChain coffee is fairer than that, the ad says.
Another spot uses existential angst about the end of the universe -- "everything we've ever done will be gone" -- to depress us even further before perking up to remind us that there's still fair coffee.
The campaign will run across Europe and also includes radio, print, social and digital executions. All films were shot by director and founder of Camp David Films, Robert Jitzmark.
It's not the first time Moyee has taken a fun approach to marketing its coffee: a campaign last year asked people under the influence of cannabis in Amsterdam's coffee shops to describe the taste of its brew.