“Look at them all… the morning people.” As a Parkrun partner, it’s bold for Kenco’s new ad to adopt the resentful mutter of the night owl, sneering at the “chirpy dispositions” of the garishly dressed, inexplicably cheerful runners we see warming up on screen.
A 30-second ad doesn’t give it a long time to turn around the tone. “Why can’t I be like them?” our narrator asks, rather suddenly. There is a way: neck a Kenco coffee, “because if you can’t beat the morning people, join them”.
An unlikely turnaround – but a solid attempt to link coffee with liveliness and exercise. That’s usually the domain of brightly coloured energy drinks, so perhaps the reassuring normality of coffee will indeed inspire a few indoor types to venture to the park. The narrator’s jocular little “woo-hoo” at the end, however, will send a few skulking back to the sofa… with a coffee, perhaps.
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