Taylors of Harrogate is set to launch its first ever TV campaign, highlighting the sensation of drinking a Taylors Coffee through a visualisation of the experience.
Created by BMB the ad, which is being kept under wraps until it airs later tonight (Saturday 10 May), was directed by Frank Budgen, who has previously worked on campaigns for Nike, Sony and Guinness.
'Welcome to Coffee' takes viewers on a journey through a 'coffee cosmos' with Budgen taking three weeks in his studio experimenting with lights, sounds, shapes and textures to craft the advert.
Set to a version of an 1855 American composition called 'Listen to the Mockingbird' the ad has no dialogue and begins in the deepest, darkest region of the coffee cosmos. As the camera pans out past a series of abstract yet recognisable objects, the viewer travels through the coffee drinking experience.
Next, the advert illustrates the awakening of the senses with bird-like whistles and quick shots of bright colours. Alert and engaged the ad returns to the cosmos where all of the elements now feature with three packs dancing into the frame along with the 'Welcome to Coffee' tagline.
Jess Bacon, marketing manager of Taylors of Harrogate, said: "The vast majority of ads go unnoticed or forgotten; particularly in the world of coffee, where romantic liaisons and brimming mugs are the ‘beige’ creative norm. We want to disrupt that and deliver the unexpected, to be confident and distinctive. Ultimately, we wanted to create an ad just like our product; a complex, magical, and mind-blowing coffee experience. Frank and the creative team at BMB have definitely delivered that."
BMB founder Trevor Beattie added: "We're very, very proud of this campaign and can't wait to see the impact it will have. I think we've developed the perfect working relationship with an incredibly creative client. It reminds me why I still love our industry."
The ad will air for the first time during tonight's Britain's Got Talent on ITV.