'Coffee Expert' Reacts to Brad Pitt's Weird Coffee Commercial

I know I don't do react videos, but this was too bizarre not to talk about! Let me know your thoughts and if you want to watch the original ad you can find it here:

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[JessDurden]

-The name of the roastery is "Fresh Coffee Beans".
-Brad leaves it outside of the bag because he knows the beans are real fresh and he wants to let them degas, thats also why he stops at the mechanic
-His bag is still full at the end because Brad decided the beans are not ready, pours in Lavazza mix instead that Angelina left behind so he doesnt care if some pop out and is kinda angry about not getting his coffee and Angelina
-The mix of beans is called "Brad" its 105% robusta for extra kick needed for time traveling

[macchiatomemory]

If James Hoffmann makes coffee mugs that say “fresh coffee liquid” on the side, I would buy them.

[G]

The secret message is that Brad has actually gone senile which explains everything you see. Brad is actually making multiple trips to buy fresh coffee beans throughout the day since he keeps forgetting things. That's why he's filling up on gas and the time of day and directions of travel make no sense. And it explains why the "Fresh Coffee Beans" don't fit properly in his bag--it's already full of other bags of "Fresh Coffee Beans" from earlier trips. The people at the coffee shop know what's going on and that's why they write his name on the bag (to jog his memory) and the "Fresh Coffee Beans" is because Brad asks for that--you know, so he'll always know which ones are the freshiest. But James, you are wrong about the mechanic scene. It's actually a low end coffee shop where Brad pays a barista to drink inferior coffee while staring admiringly at his motorcycle. This is a self-esteem booster for Brad and makes his coffee taste even better to him later. And about that severe arm vascular--it's the smoking gun... obviously high blood pressure has taken it's toll on Brad who is probably drinking coffee all day unknowingly and suffering microstrokes. That also explains his confused expression during the brew process. So rather than being a weird commercial, this is really a masterful piece of storytelling once you see it through the prism of the director's secret message. QED.

[theLTrainE]

The "mechanic" at 5:02 is not drinking coffee. He's analyzing the engine oil to determine engine wear to see if parts are needed in the future

[agudam]

Alternative title: James “roasts” coffee ad.

[BariSaxGod]

“Lordy he’s a vascular man” might my favorite thing James has ever said.

[ryancain]

If no one else has said it yet: My goal in life is now to open a roastery named “Fresh Coffee Beans.” And every one of our bags will have painfully obvious descriptors for our products—all the cups will say “Cup of Coffee”, every bag will read “Fresh Coffee Beans”, baristas will wear shirts that say “Barista”, &c. I’ll keep everyone posted, and once we’re up and running…James, we’ll have a bag waiting for you that says, “James, Fresh Coffee Beans.”

[arthurbond]

These are Brad's emotional support beans. They go everywhere with him. You can't stuff emotional support beans into the depth of a messenger bag. You need to see them, to feel them, to get all the emotional support you can from them. They have his name on them so nobody will ever take his beans by mistake. The words FRESH COFFEE BEANS help maintain the crucial illusion of freshness, which is central to the comfort and reassurance they provide. Alas they are not fresh beans, the lighting changes reflect the many days, weeks, possibly months that Brad has carried this caffeine talisman of protection with him. Who knows what confluence of magical thinking, OCD and the constant stresses of prospagnosia, lead to the realization that these supposedly fresh coffee beans can be the only constant in his internally turbulent life. Perhaps espresso reminds him that the front of easy nonchalance the Italians call Sprezzatura is all Brad really has to call his own in a vast and uncaring universe. This ad is perhaps a cry for help.

[TheDelinear]

I like to think that Brad is just super excited about his new gadget, so he has them write "fresh coffee beans" on the bag and leaves it sticking out of his bag all day in the hope that someone will notice and ask him about it. He even stops off for an unnecessary tune-up at a garage where he _knows_ they love their coffee and he positions the bag strategically so they can see it. Sadly, nobody asks him about his bag o' beans the whole day, and so he drives home feeling a little deflated and upends the beans everywhere in his frustration. His face as he watches the coffee being made depicts the onset of buyer's remorse.

[Owenwithee]

Knowing a thing or two about how advertising works, they honed in on their “point of differentiation” ie: while beans not a pod like Nespresso. Advertising decisions are typically comically overt. They are probably concerned that Nespresso is becoming a “guys guy” coffee machine, and lacking any subtlety let’s put Brad Pitt on a motorcycle and spill the beans all over the counter because that’s more “guys guy-ish”. I’ll bet that the creative brief dove deep into this point of differentiation. Add that Damien Chazelle isn’t necessarily know for subtlety and nuance…

[Martine]

Watching a proper Englishman get mad at a coffee commericial is an unexpected form of entertainment.

[cheekypeeks]

The most egregious thing is pulling that gas pump out viciously and splattering all on the paint job.

[MrLiguinii]

What gets me is that Brad, who likes fresh coffee beans, drives to the coffee shop with the ocean on his left, and come back home, again with the ocean on his left. That would mean Brad does not own a Delongi machine at home and had to go very far, even requiring a refuel of his bike, to get to a machine. It is a journey of discovery, boredom and growth. Perfetto.

[mechanicalmarmol]

Are we not going to talk about how he went the whole day without coffee, saving it for the night time?

[andysparks]

They've written "Fresh Coffee Bean" on the bag so as not to confuse them with the previous customer who'd ordered "Stale Coffee Beans"

[charlotteoleary]

I've just watched the coffee commercial and actually it does make sense! The idea is that Brad has three opportunities for coffee - in the coffee shop, at the workshop with his bike, and at the garage, but no instead he takes his beans (which are in every shot as they should be in an advert) and waits until he gets home and can make the perfect cup of coffee in his machine.

[JanHaHe]

This might be the funniest James Hoffmann video ever. James ranting about bad espresso maschines? Great. James ranting about this commercial? I need hours of it. Superb.

[relativenormality]

I like to imagine James wandering around his home, lost, muttering to himself about the insanity of this commercial.

[varihoi]

Motorbike means Brad is alone, which fits the single-serve coffee machine.
Fresh beans thing is a direct challenge to pods which are neither "fresh" nor "beans".
Brad's name written on bag means something you can't have buying pods at the supermarket.
The coffee-drink mechanic means Brad as you say has a discrete taste. What more, he would rather wait because he thinks it is worth it.
The bean bag always popping out of his bag reflects a subjective viewpoint -- it is always on Brad's mind.
Gas station means Brad fights back the temptation of cheap coffee sold there. Gas station is good for motorbike's energy only.
The gloves means Brad knows to use the right tools (I am not a Brad fan, to declare my interest) -- his coffee machine, one of them.
Pouring beans into the machine -- again something pods don't give you -- listen to the tic-tac sound, how satisfying!
When the coffee is dripping down, Brad's look is impatience.
The only thing I would say is I wouldn't expose the bag to the sunlight. Even though the bag covers them up, the heat could ruin the beans inside especially on a long ride as Brad's.
And the weird thing about the way the ad is shot -- the bean bag gets more screen time than the machine.

James, I always love to hear your unique views. I make my French press more or less your way. This video is just as interesting.

[julieb]

Super entertaining analysis of Brad Pitt's coffee run/pit stop. Please do more of these videos. 2 thumbs up