The wholeheartedly dedicated barista in Panera’s latest ad campaign takes himself way too seriously—whipping up acorn-spiced lattes, outrageous foam art and charcoal-infused brews.
And that’s even before he gets to offering a range of dairy add-ins, which, ridiculously, include unicorn milk. The patiently waiting customer, who just wants a coffee, eventually gives up and goes to Panera Bread.
The hipster coffee artisan is a well-worn cliché (and could be considered low-hanging fruit) but Panera Bread and Bachelor Nation alum Wells Adams put a light and charming spin on the frustrations of being offered complicated coffee in a new campaign, dubbed “Goodbye Extra, Hello Unlimited.”
The work, from Conscious Minds Studio, promotes the chain’s $8.99 monthly subscription service for unlimited hot brews, iced coffee and hot tea. The MyPanera+Coffee program launched in March, which saw the brand give out freebies to 800,000 people over the summer to boost traffic and awareness.
No doubt trying to convert those consumers to paid memberships and draw in new java fans, the 30-second spot enlists the affable Wells to poke fun at common tropes. (For reality TV newbies, Wells, a radio DJ and podcast host, is probably best known as a contestant on season 12 of ABC’s matchmaking franchise, The Bachelorette. He later appeared twice on Bachelor in Paradise.)
As the overachieving employee, Wells suggests all manner of fancy beverages, including a muddy-looking dry-ice concoction straight out of a chemistry set. “Charcoal purifies the soul,” he says from behind safety goggles.
All the customer wants, though, is a plain old cup of joe—which the fast casual chain said it aims to deliver with its monthly plan for “uncomplicated, great-tasting, affordable coffee.”
The brand is also considering branching into other recurring-revenue models, possibly including a future service based around lunch, it said.
Agency: Conscious Minds Studios
Director: Oren Kaplan
Executive Producer: Blake Heal
Executive Creative Director: Cameron DeArmond
Head of Production: Jeff Keith
Creative Director: Vasili Gavre
Senior Art Designer: Claire Zimmerman
Copywriter: Shamus Eaton and Kristin Wellmer
Brand Director: Kelly Yaussi
Brand Manager: Lauren Currie
Producer: Mat Lancaster
Sr. Post Producer: Darren Hummel
Post Producer: Chadwick Trentham
Editor: Jordan Walsh