Goodboybob
The best coffee you’ve ever tasted
Goodboybob Coffee Roasters wanted to make a splash with their first ever brand campaign. So, instead of talking about ingredient quality and flavor notes like other high-end coffees, we decided to communicate in a more relatable and human way. People who try Goodboybob often say it’s the best coffee they’ve ever had, so we decided to simply show people trying it and saying exactly that. And we used two scientists in their lab to do it in the most breakthrough and memorable way possible.
The Challenge
- GoodBoyBob was a new player in the coffee space—running both subscriptions and cafés—and needed to make a splash with their very first brand campaign. As an award-winning roaster, they could have leaned into the familiar “quality beans and tasting notes” story, but that lane was crowded with premium coffee competitors. The challenge: stand out, grab attention, and connect with more than just connoisseurs.
The Solution
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Instead of playing it safe, we went bold. Inspired by the classic “World’s Best Coffee” scene from Elf, we created “Lab Rats”—a gonzo, visually striking spot that takes the hunt for the world’s best coffee to ridiculous extremes. The film staged a fictitious lab experiment with eccentric scientists and some very special rats, delivering humor, spectacle, and a memorable message: GoodBoyBob is simply really, really good coffee.
