Folgers is Steaming

These ads for Folgers were placed over NYC man holes so they look like steaming cups of coffee. What's amazing is that most clients would have said something like, "People are going to think our coffee tastes like a sewer - we don't want that." And that would have been the end - idea killed. But props to Folgers for having a little trust and letting their agency, Saatchi & Saatchi , New York do great work. Clients always fear the worst. But I guarantee, no one who saw these ads associated Folgers with sewers. People just enjoy being surprised, intrigued, and stimulated - which these ads do an amazing job of.

via coloribus


Anonymous said...

just ONE permit needed or is this a print ad?

Littlejohn said...

This is outdoor. I imagine they paid the City of New York for the ad space.

hidden persuader said...

Very clever. Spot on!!

Anonymous said...

Looks like sloppy photoshop to me. But maybe it fools a Bulgarian jury member or two in Cannes.

Anonymous said...

Congrats to the Saatchi & Saatchi Creative Team for embracing today's changing media landscape. This has stopping power!

Anonymous said...

Great idea! I love advertising that uses it's surroundings

Anonymous said...

Maybe its just me but I dont like the idea of ads being on the ground where it can be walked on. But I am also a narccassist who cant spell

Tom Dougherty said...

It's part of their 'Coffee for Morlocks' promotion. Good for them.

I wonder though, how appetizing it would be to walk past and get a snootful of that horrible steam and seeing the Folger's logo at your feet. Ugh.

Anonymous said...

I really liked the idea of setting it in a big city background. When I think coffee I think of city people running around at all hours of the day and night drinking their coffee to keep going
plus I love folgers coffee!

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