There's a new innovation in coffee in the U.K.--  Taylors of Harrogate is selling ground coffee in "bags," akin to teabags.

To promote it, a new ad by Lucky Generals poses the question: why did no-one ever think of this idea until now? It imagines humorous various scenarios throughout the course of history when people did think of it but were somehow thwarted. A woman in a hot air balloon has the brainwave but then there's an unfortunate accident. Another would-be inventor manages to fall from a moving train, and a fisherman is prevented from telling his colleague by a foghorn. In the 70s the person who thinks of it is so stoned he's talking to a hatstand, while in the 80s it's the terrible mobile phone reception that prevents the message from coming across.

Randy Krallman at Smuggler directed the funny spot. Meanwhile, the campaign will be supported by a range of shopper marketing, out of home, digital, PR and sampling activity at music festivals and train stations across the country this month, targeting consumers who prefer roast and ground coffee but sometimes have to compromise with instant coffee in the interest of convenience.