7-Eleven says no to coffee snobs
A new campaign promoting 7-Eleven’s one dollar coffee takes aim at pretentious baristas.
The campaign includes a 15-second TV commercial and an online-only one-minute ad, along with outdoor advertising. It was based on an idea from 7-Eleven Australia’s CEO Warren Wilmot and put together by brand and communication manager Bill Kosmopoulos.
Melbourne production agency Glue Content Solutions helped produce the online ad.
That ad was so bad its hilarious. I bet Leo’s a feeling pretty vindicated right about now.
Nah thanks.
(shudder)
You have an agency, please use them…
This is beyond bad, my high school projects were better.
They really should have used the agency…
Well there goes 1 minute and 8 seconds of my life I’ll never get back.
If you want me, I’ll be hugging a toilet bowl somewhere.
Maybe they should take aim at ad-snobs next?
The No Coffee Snobs vid is a digital only execution, not a TVC.
Hi Not Quite Correct,
The PR team described it as a TVC to us, but we are clarifying.
Cheers,
Tim – Mumbrella
I love it when clients do their own ads. So screamingly hilarious for the rest of us.
@Peppa – totally agree. I enjoyed it. Marketing and advertising is full of snobbery!
This would be great if it was the result of a competition for highschool media kids or DIY comp for amateur 7-11 enthusiasts…kind of demeaning to tradies though.
Nothing about the ad was funny, interesting or engaging.
The coffee at the end looked like revolting dishwater.
Appalling.
It’s actually a great advertisement. For using the services of a professional advertising agency.
Wow that was terrible. Reminds me of our prac assignments from high school media class.
Crap Ad, makes absolutely no sense, but the performance of pretentious coffee ordering dude is a standout, definite Oscar buzz.. The ‘Hello’ at the end, gets me every time….
LOVE the concept, HATE the execution – this could have been great, but it looks like an assignment for a university media editing 101 subject…
Gross
These ads will work. Tradies love a quick and cheap coffee(.)
was this filmed on an iPhone???
I feel sorry for the man at the coffee shop who was born without a voice. This is really bad, guys. Really bad.
I I’ve in Darlinghurst and can testify that the 7-Eleven $1 coffee is the No.1 brand for meth heads. No other brand comes close.
Warren Wilmot & Bill Kosmopoulos you owe us all an apology and most importantly a promise to use your agency for all future creative work.
Did that ad also cost $1 to make?
I tried one of those $1 coffees once and it was so bad I nearly choked.
this ad made me feel like their coffee tastes…
Rubbish.
‘Good call’.. Isn’t that a fosters line?
Was that a high school project? Appease the CE0 or put the agency reputation in the toilet, mmmm
Oh Lord.
I wonder if Leo’s did the press release for this?
The idea is fine. A decent production company would have made this work.
This is a classic example of newer production companies thinking that online is a forgiving medium. It’s not. It’s less.
That looks like it was shot on an onion, by a potato.
Tim can u clarify. Did they actively pr this?
crapvertising.
Anyone for a coffee? My shout.
Updated: The 15 second TV spots were created by Leo Burnett Melbourne and the online product was created in-house.
Warren & Bill…
Please stick to your day jobs.
Thanks for giving me a good laugh on a Friday afternoon. Where did they find that coffee shop guy? If they paid him any more than a dollar they were robbed.
Great $1 coffee to boost your personal branding at work!
Wilmot said he would like to get 500,000 views for the ad on the brand’s YouTube channel……I bet he would ha ha
as bad as the coffee.. no doubt :()
Completely embarrassed for the CEO and the marketing dude. This misses the mark on almost every level.
I like this campaign. It’s that bad, it’s good for my business.
Leo’s had absolutely nothing to do with this. Signed Leo
“Wilmot said he would like to get 500,000 views for the ad on the brand’s YouTube channel.”
Good onya Wilmot. Not buying 7-Eleven shares any time soon.
Very smart by 7-Eleven…
Production Company has produced a better YouTube video than BIG ad agency’s TVC… and for much less coin! It’s had 46,000 views already!!!
“Ad snobs” need to get with the times…
It’s had 46,000 PAID views. They have PAID for the majority of the awareness. Lets get that straight.
As for your other assertions, I hope you’re not in charge of any creatively orientated decisions in your place of work. Your judgement leaves a lot to be desired.
Like as if THAT is ever going to win an award. What’s the point of making an ad if it has no chance in at least one award somewhere on the globe.. (Shifts tongue to other cheek).
No doubt, someone at their marketing department is going to use “commented on hundreds of times” as a measure of success on their Case Study Video submission for Cannes.
A message to CEO’s
Please start running your company; focus on the big issues, manage innovation, fix supply chains, negotiate with suppliers, look at employee satisfaction… just stop trying to be the Creative Director.
Every time you re-write a headline, change the colour of a prop, ban a particular font or heaven forbid write a script, you not only undermine your team and the agency but you demonstrate that you are incapable of focussing on the big picture and default to the details.
It makes you look small!!
Kate, JG… it’s about making ideas people LOVE and grow to love even more (a big ad or flow of content). Agencies hope their best work can snag creativity awards because that’s one of the ways they prove the abilities/originality/value of their business. An example: Dumb Ways To Die is reeling in awards; hard to call that work snobby or ineffective.
NOBODY likes bad ads and this is a stinker. It has views because of all the effort spent seeding it; made much easier because the brand had built up people’s trust (yikes). Also because this is honestly like watching a train wreck; we can’t look away.
Agencies better get with the times is like saying, “Look out, high fashion world, because Dotti is now manufacturing out of China.”
It’s not about winning awards, but it’s about having a standard your brand lives up to.
I wasn’t a fan of the ads from the 90s, but at least they had decent production values.
I think this ad is intentionally bad. I doubt the client is under the impression that they have created a anything of high quality. They have taken the “so bad, its good” approach.
What is accurate is the attitude of Sydney baristas….in places like Campos Newtown for example – they are just like this. So the ad doesnt totally miss the mark.
Anyone who thinks they can get good coffee out of one of those automated machines will probably be happy enough with the taste I guess.
I have seen worse – the recent dominos campaign comes to mind.
This ‘TVC’ is perfect for what they deliver – a cup of $1 shite. Classic case of under promise, under deliver. Alternatively, they could have stayed away from coffee altogether and just made us laugh. At least then, in a meth induced haze, I may have considered, possibly, maybe but probably not, trying a cup.
Well I viewed it four times, just to check it was as crap as I thought. And to check the frightening hairdo/facial expression on that 7-eleven kid again. Hope that helps Warren, sorry I don’t drink coffee.
Do you ad-snobs really work in agencies? You show little understanding of the market.
Lots of people know exactly what the ad’s saying – get coffee and keep $4 while all the poseurs tell you you’re an idiot. This market values the $4 more, you see.
Just like the coffee – you get what you pay for.
Adnews is crediting Leo
Funny.
http://www.adnews.com.au/campaign/no-coffee-snobs
They are crediting Leo for the TVC version which is correct.
The online version is credited to in-house 😉
w
Spot on, @Dollar snob, shame they didn’t just use the 15 second TVC online (short, sharp, to the point) and save the money they spent producing the online ‘ad’. The market values the well-produced one more, you see…
This is just embarrassing!
I tried a $1 coffee from there recently and I was robbed!
That coffee-drinker’s acting is stellar. Can’t quite work out at the end whether he’s a) getting a caffeine hit, b) self-injecting heroin or c) getting a sneaky front-seat blow-job.