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certaintly's picture

too long. nice executiong. boring.

Activity Score 3988
morse's picture

Very nice illustration. I was hoping they would go further back.

Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

certaintly's picture

too long. nice executiong. boring.

Activity Score 3988
kleenex's picture

Solid spot.

Activity Score 58793
Web Designer/Developer
Shutupandance's picture

Great animation.

Activity Score 43
Graphic Designer at Shutupandance
andy_for_ads's picture

see this to realize where some great execution can take an otherwise boring script to..!

Activity Score 26
Feysless's picture

the style is amazing...the ad is great

Activity Score 2622
Art Director |

groovy baby!

cognitive's picture

I agree with andy; the script was boring, but animation helped a lot.

Activity Score 181
Producer/Director at Austin, Texas |

jeffsofun's picture

Very nice Stop Motion.

Activity Score 5
Art Director at intern at impact BBDO dubai
Amanda Janczak's picture

Starbucks is many people’s favorite coffee shop. As I was looking through the different Starbucks ads on this website, I saw a variety from many different countries. This one from Hong Kong caught my attention for several reasons.

Going into detail about what makes Starbucks coffee so special helps to support the brand positioning of Starbucks. In my opinion, Starbucks has a psychological brand position. After all, coffee is coffee, right? Not to the billions of people who drink Starbucks.

Starbucks’ customers do not want coffee from just any coffee shop. They want it from Starbucks. But why is that? I was interested in reading more about why that is, and I found an interesting article by Gerardo A. Dada of Business 2 Community. It states that the three main factors why coffee experience is more important than actual coffee quality are the coffee buying experience, personal reward and familiarity.

So although the coffee may not be any better than at another coffee shop, people still choose to go to Starbucks because of the added value that they see. Starbucks is known as a friendly barista where people can relax in a peaceful atmosphere filled with a great aroma. Customers have the desire to reward themselves by splurging for their favorite drink with its unique name that they can only get at Starbucks. Instead of choosing which coffee shop to go to, Starbucks is a simple choice that people are confident will be satisfying because of the brand image the company has developed as the best coffee company.

This ad not only tells consumers that Starbucks coffee is the best because it is rich, smooth, roasty, balanced and personal, it also goes into detail about the reasons why by highlighting the company’s positive attributes. It lets consumers know that when they get a coffee from Starbucks, a lot of thought has gone into making their drink the best it can possibly be.

Starbucks provides a lot of information in this ad to support that its coffee is the best. The way the company roasts beans is uniquely Starbucks because it roasts until the second pot, which maximizes the flavor of each and every bean. Buyers travel across three growing regions to pick the very best Arabica beans in the world. The company works closely with farmers who share its passion for creating the finest company in the world. Customers’ drinks are made with love by a barista just for them, just the way they like it. It tells consumers that the personal care their coffee receives in the first 10 feet of its journey is the same as in the last 10 feet.

According to the Starbucks website, the company has more than 21,000 stores in more than 65 countries. With that being said, a big percentage of the world knows the Starbucks brand. Almost anyone who just sees the company logo on a coffee cup immediately knows where that coffee came from. People trust that they will not be disappointed if they go to Starbucks, and this reminds them why they will not be.

Because the reasons many people choose to go to Starbucks may very likely be psychological, I think this ad is very effective at reminding people why they should choose Starbucks. It seems as if it is giving consumers evidence to support why they believe Starbucks coffee is the best. I could imagine people watching this and saying, “Oh, yeah. That is why I love Starbucks.”

Amanda Janczak
Activity Score 21
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