Have scientists found the best coffee in the world? That’s the premise in “Lab Rats,” a new, gonzo spot for goodboybob coffee – a DTC roasting company with a growing number of physical locations – which features a fictitious lab experiment in which scientists test the theory on some very special lab rats.

To develop the film GoodBoyBob partnered with Erich and Kallman, the independent, award-winning agency known for campaigns that are as fun and funny as they are unforgettable. The brand also tapped creative production partner Tool for the project. Erich and Kallman embraced the weird with its creativity, following a scientist who, after one sip of goodboybob, sets out to prove its superiority the best way she knows how: a lab rat experiment. Approaching different lab rats equipped with literal human senses, she feeds a drop of goodboybob to a rat with a CGI mouth, causing the rat to exclaim, “That’s the best coffee I’ve ever tasted!”

Behind the creative
“I was watching the movie Elf,” says Eric Kallman, Founder and Chief Creative Officer of Erich and Kallman who find inspiration everywhere, “There’s a funny scene where Buddy enters a random diner to congratulate them for the “world’s best coffee” sign they have in the window. We started joking about how one would actually go about proving such a thing, and that eventually led to our lab rats script.”

Started as a hobby by accomplished commercial director and filmmaker Erich Joiner, the goodboybob brand launched its first location alongside Tool, the creative production company Joiner also founded in 1995 in Santa Monica, CA. Since its founding, goodboybob has added two additional locations in Los Angeles and won two Golden Bean awards. An old friend and industry peer of Kallman’s, Joiner was happy to put the campaign creative into the agency’s hands. Joiner also directed the spot.

This professional campaign titled 'Lab Rats' was published in United States in January, 2024. It was created for the brand: goodboybob coffee, by ad agency: Erich & Kallman. This Film medium campaign is related to the Soft Drinks industry and contains 1 media asset. It was submitted 3 months ago.


Agency: Erich and Kallman
Production Company: Tool
Director: Erich Joiner
President: Dustin Callif
VP, Executive Producer: Nancy Hacohen
Line Producer: Joby Ochnser
Head of Production: Amy DeLossa
Director of Photography: Eric Schmidt
Production Designer: Justin Trask
Animal Wrangler: Jules Sylvester
Editorial Company: Cut & Run SFO
Editor: Pete Koob
Sr. Producer: Kristen Jenkins
Assistant Editor: NA
Finishing House: Parliament
Creative Director: Phil Crowe
Managing Director/EP: Enca Kaul
Flame: Narbeh Mardirossian
VFX Supervisor: Brett Grisham
Color House: Royal Muster
Colorist: Gregory Reese
Managing Director/EP: Thatcher Peterson
Audio Studio: M2 SFO
Senior Engineer: Mark Pitchford
Producer: Sarah Benedict
Music House: APM
Senior Producer: William Schade / Martina Comuzzi

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