Anyone who owns a laptop has probably worked in a coffee shop at some point; and in the past, not all cafes have embraced that fact (as a well-known scene in the first series of "Fleabag," where a man blatantly uses the Fleabag's cafe's WiFi without buying a coffee, confirms).
But the pandemic and work-from-home culture have changed that, and with more people now working flexibly, Starbucks is making the most of its reputation as a place to fuel creativity in a new spot out of Iris in the U.K.
Reminiscent more of an Apple ad than a spot for a coffee chain, the ad, directed by Nick Davies of Sweetshop, is called "Every Table Tells a Story" and it depicts a year in the life of a young designer who's working out of a Starbucks trying to make her career breakthrough. As she plugs in and unplugs her laptop, she experiences the highs and lows of freelance life, finally being named "One to watch" in a magazine.
The ad, running in cinemas, digital and social channels, is part of a wider campaign that will shine a light on how Starbucks fuels creativity.
"Starbucks’ mission is to inspire and nurture the human spirit, one person, one cup and one neighborhood at a time," said Eli Vasiliou, group creative director at Iris, in a statement. "At every table, in every store, real life is playing out. Through a cinematic lens, we've told the small but powerful story of one inspirational woman, leaving behind a legacy that demonstrates the emotional punch of creative storytelling.”
Iris' previous Starbucks work a Channel 4 Diversity in Advertising Award for an about transgender identity. However, the brand is currently reviewing its EMEA advertising after five years with the agency.