Hasta La Creative!

Boston-based agency Full Contact launched a new spot promoting Cumberland Farms’ Farmhouse Blend Iced Coffee, entitled “Tip Drill.”

With the summer officially here and more and more coffee drinkers turning to the iced version of the beverage, the spot celebrates a recent survey which found that 87 percent of participants “liked or loved” Farmhouse Blend Iced Coffee. A voiceover delivers the statistic in the middle of the spot’s action, which revolves around a group of men and women diving to save one woman’s iced coffee, tipping it off one person to the next, volleyball-style. It’s a very straightforward approach (perhaps a little too straightforward, given the transparency of the voiceover), relying strongly on an already established brand.

“We are now a few years into the phenomenon that is Farmhouse Blend Iced Coffee,” said Marty Donohue, partner, co-creative director at Full Contact. “More and more people are falling in love with it every day. We wanted to create a spot that showed that collective devotion in a really interesting way. So how about having complete strangers dive all over a Cumberland Farms parking lot to save a woman’s ice coffee from dropping to the ground? Sure, that’ll work.”

Credits:

Ad & Production Credits from “Tip Drill”
Production Company: Native Content
Executive Producer: Susan Rued
Director: Gary McKendry
Director of Photography: Sean Valentini
Line Producer: James Blom

Advertising Agency: Full Contact
Copywriter: Marty Donohue

Art Director: Tim Foley
Associate Producer: Caroline Aylward
Management Supervisor: Dan Gross
Account Manager: Sara Capaccio

Editorial: Bug Editorial
Editor: Andre Betz
Executive Producer: Caitlin Grady

Color: Nice Shoes
Colorist: Sal Malfitano

Conform: Brickyard

Music & Sound Design: Big Foote Music

Mix: Soundtrack

Sound Engineer: Mike Letourneau

Hey, David Hasselhoff, want to make a cheesy video? That rhetorical question came from East Coast convenience-store chain Cumberland Farms. His answer? Well, what do you think? The Hoff, long past the drunken sad-clown days of eating burgers off the floor, is firmly rooted once again in a self-deprecating happy-jokester period. He worked with Cumberland Farms last summer, and according to reports from the brand's ad agency, Full Contact in Boston, increased the chain's iced-coffee sales by a whopping 147 percent. (Thieves also became quite enamored with the cardboard cutouts of the Hoff placed outside the New England/Florida chain's stores.) This new campaign—more of a goofball Lonely Island-style music video—has the Hoff hang-gliding, skiing with dolphins and vamping on the beach, all while singing (er, "singing") and holding a ginormous Cumberland Farms Farmhouse Blend iced java. The clip already has 150,000 YouTube views and earned the Hoff and the marketer a prime spot on CNN's morning news show. (He called in by "surprise" on Monday. Watch the clip after the jump and see him get New Day's "When You Wish Upon a Star Award" for making somebody's dream come true.) The ad hits all the Hoff's infamous marks, like shots of his bare, preternaturally tanned chest, melodramatic song lyrics, wind-blown hair and knowing winks at the camera. Thirsty yet?