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.