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

[@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

[@fluffycritter]

Also the beans are stored in a temporal stasis which is why a plain brown paper bag is fine

[@LarsJacobsenDK]

Dude, that comment just made my day 😂

[@robertrohaan7141]

Dude, you made my day, thank you.

[@devbot8426]

Yes.

[@bagussosvikal]

It’s all makes sense now.

[@macchiatomemory]

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

[@brightvalve]

Would you buy it if Brad Pitt made the mug? Or Delonghi? 😄

[@macchiatomemory]

@@brightvalve Only if it says "Brad"

[@rather-reverend]

You beat me to it.

[@61hink]

Considering all the dumb things that mugs usually say I would actually love a mug that said that. Throw in a lunch bag that says "edible food things."

[@samanthat.5820]

Okay, I need multiple coffee mugs that all say things like “fresh coffee liquid” and “hot bean water”. I have a Cricut. This is happening.

[@G055]

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.

[@dragos-ioancraciun9810]

It makes sense :))

[@tonywaghorn3164]

A sort of Memento vibe

[@G055]

@@tonywaghorn3164 Yup! Good thing it's caffeine and not insulin, eh?

[@RainHNg]

lol...wat a plot twist

[@nickschwear1610]

This comment is my new head canon for this commercial. Bravo - excellent

[@theLTrain700E]

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

[@TheBlackbelair]

The deal was the mechanic would work on Brad's bike if he would go fetch him a fresh bag of coffee beans.

[@mohdakmalabdullahkassim7706]

😂😂😂😂😂

[@MartinKohoutekchannel]

This really made me laugh out loud :D

[@lyndonlives638]

Brad didn't need to take the bike into the shop to achieve that...he could have probably just handed the mechanic a soggy, oil soaked brown paper bag with the words "fresh(?) engine oil" scrawled on the side in sharpie! 😀

[@alejrandom6592]

🤣🤣🤣

[@BariSaxGod25]

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

[@sandywaddell4303]

I don’t know; I’m kind of partial to “‘I’m having an artisan experience. Just give me some … weird American weight of coffee!’ Half a kilo for the rest of us.”

[@paradise_valley]

What about “give me the grams!”?

[@Silkytoaster]

Yeah I agree - one of my favourite James’ one liners - someone should put out a line of T shirts with James’ liners . I bet Brad Pitt has had many things said about him - but this is the first time any one said “ Lordy he’s a vascular man “ !!!

[@beginswithaj]

One of his finer quotes no doubt. But apparently you've missed the genius "It feels like I'm drinking clothes" from the Coffee without equipment vid xD

[@Kiwi_DeFruit]

@@beginswithaj uuuh that is a nice one too 😂

[@ryancain6012]

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.”

[@filipopace]

You could call it, "The Generic Cafè!" White background and black block lettering - just like the early generic aisle at my old A$P.

[@lrizzard]

let me know if you open it and i will definitely have a drink there 😆

[@telanos2492]

I would totally visit such a cafe.

[@cosmic-tiger]

@@filipopace Or it could be even more matter of fact and just be called ‘Cafè’? Then there would be no confusion for even the dimmest of customers 😆

[@cogspace]

Should probably just label the cups "Cup" in case someone puts tea in there. Wouldn't want to mislead anyone!

[@agudam]

Alternative title: James “roasts” coffee ad.

[@jp_baril]

Or "James analyzes an ad for the first time in his life - AKA He would realize all ads are like that"

[@Weeem]

@@jp_baril That whistling sound was DK's joke whizzing over the top of your head

[@dushk0]

They got briped and bit the grounds.

[@ImBarryScottCSS]

Ayy

[@jimmytvfclassic]

Spot on

[@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.

[@oatenn-o]

emotional support beans 😭 brilliant

[@abhishekchatterji353]

Thank You for this comment. Made by day!

[@tudeslildude]

Your comment was the best part of this video.... and that is not a slight on this video.

[@nerd_out137]

Your comment made me genuinely spit out my drink the moment I saw "emotional support beans". Favorite comment in months

[@blakksheep736]

I love this comment. 😆

[@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.

[@FalcoStarlight]

0:33 in the commercial, ocean on the right…. 😎

[@DONK0]

lmao

[@MrLiguinii]

@@FalcoStarlight Yeah. Following the recommendation of his friend, Brad went pass his cottage to fuel to a gas station down the road. There was a nice vista around there apparently but Brad was to busy dreaming about his fresh coffee beans to stop enjoying the view.

[@AnimeReference]

Brad doesn't do round trips because seeing the same scenery twice in one day is boring and unaesthetic. So he owns two homes and swaps between them every second day.

[@shawncheney1496]

I know, it was like the Once Upon...movie, where Quentin did the change of direction thingy. Ok, leave Hollywood Hills, go south to Malibu, ok r Ventura, not sure, then going South to end up back home. How close am I?

[@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.

[@khalebwilliams5029]

real

[@grahamnorris7315]

The box should say "Fresh Coffee Machine"

[@dominusregni]

@@grahamnorris7315 This comment made me laugh.

[@dariusduesentrieb]

Hahaha lol

[@slickstretch6391]

That is... oddly specific. And totally plausible. LMFAO

[@andysparks8245]

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"

[@charlotteoleary196]

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.

[@MohamedHassan-oq4sg]

nice interpretation!

[@Artix902]

This makes more sense, it seems like James may have missed the forest for the trees

[@lopze1109]

its not ad for coffee beans, so why does it make sense that they are in every shot?

[@kaiadownunder3925]

It makes perfect sense. Brad is a quirky, but rugged guy in real life who likes the simple, but finer things in life. So why not douse your coffee machine with fresh coffee beans or take the opportunity to parade your bag of beans with suave poses. It's classic Brad. 😂

[@rightlanebandit9844]

And at the gas station

[@_guillermo]

This is the content absolutely not even one single person asked for, but it’s exactly what we all needed.

[@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.

[@nathanpforr]

I agree, literally almost did a spit take with my morning coffee, while watching. LOL

[@JCleggy]

I just wish it was a commercial where Brad Pitt is toking on a Bripe while waiting for a man to fix his motorcycle.

[@JanHaHe]

@@JCleggy That wouldn't work because you can't look this annoyed while briping

[@GrahamSmith1523]

Couldn’t stop laughing the whole Video.

[@TheWeardale1]

projection at it's finest lmao

[@mechanicalmarmol2775]

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

[@daniel635biturbo]

Valid question !

[@Headhunter-5000]

Everyone here already knows that late evening is the best time to drink coffee

[@gardengatesopen]

IKR!! Like - a definite missed opportunity NOT sharing, and drinking, his coffee while getting his bike worked on!!! Ahggg!! James is right, while waiting for his coffee drinking mechanic to tune up his bike, Brad looked bored, AND maybe we're to think Brad just couldn't wait to get home to have some REAL coffee?? I dunno... BTW - WHEN did ANYONE - EVER - see a mechanic with such a fancy glass coffee cup! I was kinda expecting his pinky to stick out while sipping out of that fancy cup!! Ohhhh, Hollywood... They're so ridiculous!

[@T1NBANE]

Brad has ascended beyond the constraints of time.

[@gardengatesopen]

Ohhhh, to BE Brad...

[@cheekypeeks]

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

[@shein30]

Came here to say this!

[@TheBlackbelair]

@@shein30 Yeah, just like spilling those beans!

[@graceygrumble]

Totally noticed that and I haven't had a bike for... 6 years, now. I got to 51. I crashed into a twat who pulled out, without looking and didn't bounce back so quickly. Bought a car and an all-inclusive holiday in Cyprus with the insurance, so not all bad.

[@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…

[@LarsJacobsenDK]

That makes good sense.

[@dcuccia]

Well-said. The other two things: 1) self-identifying arrogance: you-the-viewer know better than to settle for coffee at a mechanic (even though most people could care less...they need to grow the demand for this market), and 2) Pitt satisfies long-held jealousy of Clooney.

[@TedHendershot]

Yep. Was looking for this answer. They got Brad Pitt because Nespresso has Clooney. They wrote their point of differentiation on the coffee bag and showed it a dozen times because Nespresso is pod coffee. The weird time of day shifts reflect that they shot arbitrarily for golden hour and the internal logic doesn't matter. You're not supposed to pick it apart for narrative or logic, you're supposed to half-absorb it and get that it's Not Nespresso, and it's very masculine and aspirational. It's not the stuff of brilliant, Clio-winning content, but it probably does what it's supposed to.

[@ciamber]

So it is treating the viewer like an idiot, you agree.

[@Cypeq]

Ye i think there second shorter add is him making pod espresso.

[@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.

[@aaronhedrick2648]

Good insights

[@jacobstern2150]

Very good analysis

[@barrymaguire5849]

I sort of got from the motorbike maintenance that Brad leaves this part to the professionals, much like his coffee. Let the pros do the work, like DeLongi. Also brand pumps his own gas, as he buys his own beans. Its his input but leave the heavy tinkering to the professionals.

[@klausb.6069]

Are you James from another universe?

[@PhiTonics]

lol except those are some weak looking gardening gloves he's got on, that's what my grandma wares out back 🤣 Or a first time rider wares on his dmv test lol. I did enjoy all your insights though 🙌

[@058Martine]

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

[@greenbeautyandfit]

True lol 😂

[@nhokonhokopuala]

Ikr? As african myself I'm loving it... This brit tho knows a lot about coffe❤️

[@lonestarr1490]

Now I wanna see an inproper Englishman getting mad at a coffee commercial.

[@hoominwifquats]

He's not mad, just very very disappointed and confused. In all fairness, when an American feels that way they do indeed become mad.

[@blackforest_fairy]

seeing the fact that Hoffmann is a german name i daubt james is a real englishman at all.

[@julieb4019]

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

[@relativenormality]

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

[@simong-uk]

Instead try imagining him walking around his home frantically and futilely looking for his bag of "fresh coffee beans" which was neither labelled nor had his name on it, who is the fool now ? 😉

[@wunschables]

@@simong-uk I was thinking the same thing!

[@BlessedRayna]

😄

[@Crabbiy]

Imagine he starts throwing things out of his house going "No no, this doesn't make any sense... nothing makes sense..."

[@moredots]

@Steven Pellicer in the robe, of course, with his butler attentively scurrying around behind him picking up the things he knocks over 🤌

[@mdaemate]

Oh, how I'd like to see Hario to make a V60 version of this ad, filmed with a proper spherical lens, featuring James riding his presumably fixed-gear bike, carrying a tightly fastened rucksack and all the errors corrected...

[@bsw78]

😂😂😂👏🏻👏🏻👏🏻👏🏻

[@ARustySpork]

that or a Bripe!

[@agudam]

This ad will take just as long as the aeropress videos did, to finish.

[@creamyhorror]

I wonder how many fixies James as a coffee hipster celebrity has!

[@Viti]

please James, we need this

[@kanddgroup216]

Feel like Brad was eating the coffee beans like chips throughout his motorcycle journey, that’s why they were half out of the bag!!

[@BloodyXUnit]

*crisps (if you're UK)

[@bigblue6917]

@@BloodyXUnit Coffee beans and chips. My local chipshop sells that alongside battered deep fired Mars Bars.

[@bigblue6917]

Coffee beans dipped in chocolate. Yes. Otherwise no.

[@preludec4684]

😂😂😂🤣👍

[@BlessedRayna]

Good logical reason

[@charlieglendinning2372]

You kept mentioning “fresh coffee beans.” It is astounding to me that ANYONE can get fresh coffee beans from one of those four-foot tall bins of beans that are Lord knows how old.

[@lyndonlives638]

My thoughts also! Here in Australia, every coffee shop I know keeps its coffee in 1kg sealed bags from the roasters, and I'm sure that's the case in America as well.

[@dr6124]

Because it gets replenished regularly?

[@bcc5701]

@@dr6124it’s going stale the entire time

[@dr6124]

@@bcc5701 they are as old as how regularly they are replenished. And if they dispense from the bottom that's even better. Bit obvious.

[@NeilBates1]

The simple story arc that seems to have not hit home is that Brad wants a coffee. There was an opportunity for coffee at the roasters (people are blurrily sipping in the background). There was another opportunity at the mechanic, again rejected hence the ennui, more accurately described as rising tension. The gas station, a lady exits with a take-away coffee. Brad rejects all these coffee opportunities because he prefers to wait until he's home where he can meet his exacting coffee standards on his DeLonghi machine.

[@axr42]

Well done

[@verymental6999]

Nice. But my take is that he’s constantly nervous and thinking throughout the commercial… “will the beans still be fresh once I get home?”

[@winniehumphreys3451]

Yes, super cool motorcyclist Brad with Brad's fresh coffee beans in his backpack is waiting for that special cup of coffee until he gets home so he can brew his coffee beans with his DeLonghi coffee machine.

[@zakiansari3423]

You make complete sense. :) You have powers of observation Neil. But James is funny. And I admire him so much for helping me understand coffee. I am bigger fan of James than of Brad. So... LOL.

[@feelingveryattackedrn5750]

Ohhh very smart observation. Honestly I thought the coffees were there in the previous scenes only to signal that we were, in fact, in a coffee commercial still. So then it kinda feels like the point of having "fresh coffee beans" on the bag was especially heavy handed, but I (and i bet a large number of others) didnt really get that brad was abstaining for his perfect cup... like the clue on the bag was simultaneously both too literal and too non-descript to impart subtext. Anyway all of James' other criticisms still hold because the bag sticking out with the name is the only thing I can focus on but does nothing to establish the plot lol.

[@abrahamcink]

Please create merch of a coffee mug with the words "Cup of Coffee" in Times New Roman on the side

[@Rich8ard]

Or in “Starbucks” handwriting

[@JanRobert]

"side one" --> "Cup of coffee" "side two" --> "Fresh coffee beans" Want that cup!!!

[@davidgalbreath3477]

Please!

[@Caffeine.And.Carvings]

Oh hell, i would so buy that cup.

[@mangamaster03]

Oh I would buy that so fast!

[@kas4751]

James, I propose that you try to reenact this advertisement with yourself as the actor, and I want to see what cinematography decisions you'd make to make it more believable! This would make a nice follow up video :D

[@segamble1679]

YESSSS!!!! Why hasn't everyone in the world liked this post!!!?!?!?!

[@wanyeng]

With square mile coffee... And a takeaway paper bag with "James's beans" scribbled on it with add on face doodle.

[@arthurvandeman]

@@segamble1679 mose def!!!!! a new direction or sideline for the channel but will need to crowdfund as the ad would need funding!!!! lordy, lordy, he's a muscular man....please seriously consider , james.

[@haphazard1342]

Check James' channel, he just released this!

[@OliverHelfrich]

Another odd thing is, that at least in Italy a Cappucino is considered a morning drink and most Italians would not drink one any time after noon.

[@camillenelson8909]

He's Brad Pitt. Maybe he just got out of bed after doing a shoot late into the night.

[@aeromotive2]

hey hey hey... murica!

[@tomoskipididoo]

Love it, I'd love a "weird coffee person reacts" style show, mythbusting badly done coffee scenes in film

[@potatokat7]

Same!

[@prosselius]

Me too. :)

[@erroljohnmckenzie2151]

This would be wildly hilarious

[@paradise_valley]

Yeah I feel like James reacting to them makes them bearable

[@marchm35]

Yes pleaaazzzee!

[@snowsilence]

9:38 Yes, James, I'm definitely seeing something you're not. - Brad was clearly in a motorcycle accident, which has left him with cognitive deficits, among which are bouts of anterograde amnesia, hence his looks of confusion at many points throughout. It also explains why he needs so much coffee: to fuel his essentially timeless, multiple day-spanning excursions along the pacific coast, (since he often forgets whether he's only just set out, or is on his way back home). This is why they have to write his name on the bag, as well as its contents, in simple language. He still rides because he doesn't remember the accident, just that it's the only way he still feels grounded and familiar in life. Out of genuine concern for his friend, his mechanic buddy does free regular work on his bike, who would otherwise not remember to do basic safety checks and maintenance. - De’Longhi: If it can produce an espresso so strong it potentially slows the progress of Brad's frontotemporal dementia, just think what it could do for your morning commute.

[@billinrio]

That's it! You grabbed it by the seat of its pants.

[@munjee2]

This explains why he visibly ages in between shots

[@lewismcdermott3024]

laughing out loud while reading this, thank you

[@TestarossaF110]

Might also explain the weird lighting and hair dissimilarities

[@benszabo]

yet, despite his accident still doesn't know what ATGATT means and rides with rolled up sleeves and designer gloves...

[@LLusion]

this is the greatest reaction video i’ve ever seen

[@stephendonaldson2520]

I’m with you

[@FregoniFOSK]

Me too

[@thomascrownbuerger]

It's so unnecessary, and I'm hanging on every word.

[@maxswisher5476]

Seeing this comment before the video set high expectations and I was not disappointed.

[@La_sagne]

i watch a lot of reaction videos and i cant believe it, but i agree

[@raymobula]

Brown bag has to be labeled coffee beans or they think it has a bottle of whiskey in it 😂 Even the machine says Brad

[@NatureOfCoffeeness]

The other bag with Brads Whiskey is also in the bag thats because there is not enoght space for the Bean Bag..

[@ultzisakhain]

I was surprised that James didn't comment on Brad's on the machine. That made everything even a little weirder!

[@julianoqd]

As a person who has worked his entire life in advertising I can say with confidence that brands usually think their target audience is stupid. That's pretty much it. Saw this a million times done this another million.

[@andrewclough660]

I'm sorry your life was wasted.

[@thecrowfliescrooked]

I doubt your life was wasted as I'm sure you were paid very well for telling morons what they need. Playing with people's brains is super fun. I say well done a million times.

[@julianoqd]

@@andrewclough660 i think you misunderstood me. yeah there were some "wasteful" times, as im sure any other job has. but there were fun times too! also i got the chance to make important work that helped other people that are not big corporate brands without any soul. :)

[@shorttimer874]

Not quite on point, but back in the 60's my best friend's dad was a commercial artist. While working on artwork for sunflower seed packaging, I think it was for Sunny Jim, he doodled some panels on back showing how to open the seeds as a temporary filler. Someone from the client saw this and decided to use the directions in the final design.

[@biscuit4259]

@@shorttimer874 fascinating

[@ricardozamora6501]

As a motorcycle lover, I can give you a couple of Easter eggs: - The motorcycle appears to be a "Café Racer", a style of motorcycle that is pretty much a DIY project, and it constantly needs visits to the mechanic. - The gloves he is using are classic moto racer gloves, the type racers used back in the 60s, they are very much collection items, and should not be used to ride around unless you have a few million laying around. - He is, in a very classical manner, not using any protective gear, whatsoever. I guess all of this is to tell you that the machine uses classical methods to brew the coffee or something.

[@gardengatesopen]

Oh My God That's JUST too much!! I didn't know any of that. And now that you say it, it's just so typical Hollywood nonsense!!

[@AK-dz5nu]

The machine requires constant visits to a coffee mechanic. Got it

[@chopwet]

Except that isn't a café racer in the strict sense 😉

[@ricardozamora6501]

@@chopwet that's why I said "appears to be" I didn't say it was by the book.

[@LarsJacobsenDK]

Ricardo: If that is the point, then it is VERY subtle 🙂

[@Tarzanjunglekungfu]

What's funny for me is James and everyone else is ripping on odd shooting choices and coffee things while, as a rider, I'm sitting here like, "he just ripped that nozzle out and dripped gas all over his tank and handle bars."

[@alex.ellson]

So glad somebody else thought that. painful.

[@Keen_Edge]

Oh no! Didn't even realize

[@Gabu_Dono]

Not a rider, but I found that weird too. And the proximity of the evaporating gas to the beans is disturbing.

[@danehrovitnir7323]

I was surprised Mr Hoffman missed that, because it made me wince also.

[@fruitlessbeast]

Oh, man, I winced when I saw that. Knew I wasn’t alone. Oh, I see you felt precisely the same Dane.

[@tintioz3281]

This was hysterical! I laughed until I cried! You didn't mention that his name was showing up on the machine too! It said Brad above all the coffee choices. I have never seen this commercial.

[@norabrice]

🤣Oh my goodness it Does show his name on the machine!!!

[@parulmalik208]

Did😂 the same

[@joshuataliaferro]

I feel you may have struck a niche here. THE PEOPLE need more of James Hoffman's opinions on weird Coffee Commercials.

[@Yirgamalabar]

Or coffee moments in cinema. I would love to hear his reaction to "Live and Let Die -- Bond makes M espresso", especially the moment of pouring milk into the espresso and trying to steam this mix.

[@billhanna2148]

@@Yirgamalabar I would LOVE his view on the Nespresso commercial with George Clooney

[@robbchastain3036]

A friend and I, back in '79, liked that silly Brim slogan, "Fill it to the rim, with Brim."

[@Zraknul]

@@billhanna2148 Oceans 11 had to go their separate ways due to coffee tastes. I'm a pod blender guy... I'm a bike across the state, so far I need an oil change after getting my fresh beans guy.

[@Jerram89]

Yeah he can react to some Nescafé ones next “Yeah right this sophisticated looking individual enjoys drinking this warmed over creek water”

[@TPark-rf3lt]

When James actually says "William Bradley Pitt" I just lost it 🤣🤣🤣 I really want James to just critique all commercials now, not just coffee related ones 🤣🤣🤣

[@colinnich]

Exactly. I laughed all the way through this. Second channel James? 😀

[@lulumoon6942]

SRSLY

[@ianmiles2505]

Will Brad Pitt? Thats the question.

[@koitsuga]

James. The message of the commercial is that unlike with the competitor, Nespresso, you can go to the roasters' place and pick up a bag of beans like someone who is really into coffee does. Both machines are marketed to rich people who do not know anything about coffee, but the Delonghi is selling the appearance of knowing something about coffee, and an imagined personal relationship with the coffee roasters much like the imagined personal relationship with the mechanic. Brad represents the individual who has the money to buy one of these as a kind of casual purchase without the interest in coffee that would drive them to spend that money on something else. It tells them that they too can enjoy specialty coffee at home without consorting with the unwashed masses down at the cafe. The target audience probably literally does watch the mechanic work, and they feel cool doing it, and they believe that the mechanic is their friend. Coffee roasters are about to be their friend too. :D

[@MissPoplarLeaf]

You've nailed it. It's for the casual coffee person who wants to think that they're a classy coffee person, without having to put in any effort.

[@TSE_WOODY]

I think something important to point out too is while you’re right in that it’s marketed to a weird rich casual person, the actual idea is to make a member of the unwashed masses believe they are not. It’s the main reason celebrities are used to advertise things, some people seem to catch the feeling they’re temporarily embarrassed millionaires

[@ricguers]

You're said to it all!

[@NikolajGrn]

True that! - "Fresh Coffee Beans" is what the Advertising agency wrote on the handdrawn carbord images when pitching their storyboard to Nespresso: Customer liked the storyboard, and since the Ad people are not coffee-people, they never took the time to perfect the coffee-bit or test the ad outside their main target audience of ordinary coffedrinkers looking to put some "Brad" into their lives ... is my best guess working with ad-agencies :-)

[@redwolfexr]

Yes, the "Brad" bag is the connecting element through the entire commercial, that is the reason it is in EVERY shot. The only odd bit was the mechanic drinking coffee, really. I suspect they REALLY wanted to put a Keurig in that shot, but didn't. But I have an ESAM3300 as my main coffee machine. (it is much more basic and tweakable) Humorously enough it was brewing a cup when I saw this and I had not seen the commercial yet. We ALL know that Brad would never wait on his bike or "fetch" beans. His bike would either be picked up by a trailer, or that mechanic would do the work in Brad's garage. This is targeted at the moderately wealthy, not the ultra. It seems more like its one of Brad's "characters" than Brad himself, honestly. Its a $1500 machine, where the basic superautos are as low as $600. $1500 countertop machines are not high in the category of Supers.

[@shiboomi2249]

Every single decision in this advert actually makes PERFECT sense if you examine it through the lens of advertising techniques at their most fundamental. Namely, illustrate a problem that you have in your life -- whether real or imagined, and whether or not you'd realised you have said problem before watching the advert -- and then demonstrate how that problem can be solved by purchasing the product in question. The problem in this example is that we're not Brad Pitt. None of us are. One of the hard truths that we all must face in our lives at one time or another is that only one person gets to be Brad Pitt, and that person is Brad Pitt. (And if you thought it might have been you for a second there, you're unfortunately sorely mistaken. My apologies. I know this must come as pretty hard news for you.) The solution? Well, there isn't one here actually. Obviously -- I mean, did you not properly read the part above? The only person that has ever been or will ever be Brad Pitt is Brad Pitt. There's just no getting around that fact, I'm afraid. (And I bet Brad Pitt wouldn't have made that same mistake!) HOWEVER, purchasing the same coffee maker as the coffee maker that Brad Pitt has could bring you just that little bit closer to realising your impossible dreams of being Brad Pitt, or at least becoming a little bit more Brad Pitt than however Brad Pitt it is that you are at the moment, and of being able to enjoy the same kind of high-class, carefree lifestyle that being Brad Pitt affords Brad Pitt. 01:20 / 'Motorcycle Coffee Thing' -- motorcycles are COOL!! Are you cool? Do you own a motorcycle? Odds are that you're not, and that you don't. Do you know who's both cool AND owns a motorcycle? Brad Pitt!! There he is, look. God, I bet you wish you were as cool as Brad Pitt. Just look how cool he is. Motorcycles ARE very expensive though, yes. Saying that, I'm sure there must be some other cool possessions of Brad Pitt's that could be far more affordable for you. I have no idea what those could be at the moment though. 01:50 / Name on Coffee Bag -- would your local coffee dispensary go to the effort of writing your name on the bag for you, despite the fact that there's nobody else in line? HA! Sure, of course they would. You keep telling yourself that. D'you know who they would, and DO, do exactly that for though? Brad Pitt!! Look, there's the proof, see. The kicker is that they don't even need to ask Brad Pitt what Brad Pitt's name is. It's obviously Brad Pitt. Everybody knows that! Do you think they know what your name is? They wouldn't remember your name even if you told them a hundred times. Whereas Brad Pitt doesn't even need to tell them once! 04:10 / Bag Without a Bag -- are you financially secure enough to not even need to worry about properly securing the goods you've bought during transport? No? Well, I know a man who is. His name is Brad Pitt. 04:45 / Weird Obviously Non-Garage Scene -- would a business with a breakfast bar by the window close operations for the day for you, solely to accomodate you lounging around while your own personal mechanic that you've brought along with you toils away at attempting to find a fault with what is quite clearly your factory-new bike? Right atop their spotless laminate flooring? Would your chosen greasemonkey feel comfortable enough with this arrangement to be able to pause to enjoy a nice cup of joe? Could YOU justify this lunacy? Well, here's Brad Pitt doing exactly that, and looking cool as a cucumber while doing it. The glares from the kitchen staff, who are all wondering if they're even going to be paid for today, aren't even flustering him in the slightest. 06:25 / Post-Lunacy Fill-Up -- Would you wear your fine, ice white, peccary leather gloves while handling gasoline and touching your greasy motor vehicle? Or would you spend the five seconds it requires to take them off while performing the task? Well, Brad Pitt simply doesn't have the time for all that. The sun's already been setting for four hours, and he has a hot date with his new, incongruously consumer-grade coffee machine to get to 07:10 / Artfully Shot Cascading Bean Spillage -- if you'd spent half the infinite daytime ferrying your beans around town, fastidiously ensuring at every turn that they're allowed to poke out only so much that everyone can tell that they're yours, but not so much that they can tell what they are, would you allow this precious cargo to fall unceremoniously to the floor? Could you afford to? Well, that's exactly what Brad Pitt is doing, and he's doing it like it ain't nuttin'. 08:00 / A Tale of Two Mugs -- are you so perfect of a man that even the things you've chosen for yourself can never match up to your own expectations? Well, Brad Pitt is -- he's exactly that kind of man. His face betrays it. What's more is that he knows it too; he's very self-aware, is Brad. Assured in himself, you might say. Why spend a small fortune (of your considerably larger fortune) on the best coffee machine money can buy, when you already know it'll just never measure up to your exacting standards anyway? Maybe someday they'll make a coffee machine good enough for Brad Pitt to enjoy. But until that day comes, this means that you have the opportunity of being able to purchase the exact same coffee machine as Brad Pitt -- the De'Longhi Aletta Explore -- TODAY, for the low-low price of £999.99*. * Motorcycle, named paper bag, open riding satchel, business closure, personal mechanic, leather gloves and cappuccino mug not included. Always dispense beans into unit with care.

[@MaximvanWijk]

Having made my share of commercials for big companies, I kind of understand where these weird, unrealistic shots come from. They are what we as advertising creatives would call 'change'. Where we would want Brad on a bike, bag closed, nothing sticking out. DeLonghi brand manager probably wanted Brad with a DeLongi branded leather jacket and a DeLonghi box strapped to his petrol tank riding towards the setting sun. And so the to and fro of give a little, take a little starts. We: Can we lose the box? Brad already has a machine at home doen't he? Brand manager (reluctantly): OK, but the audience needs to understand this is a machine that takes fresh beans, so if we lose the box, we need to be showing the bag of beans. We: OK, let's do it this way. We lose the box, but we have 'Fresh Coffee Beans' written on the bag and we see the bag in every shot. Can you live with that? Brand manager: OK, but then I want to end with a shot of the machine with the different cups next to it. We: OK, we can do that. Let's roll. Oh, by the way, Brad just called, he insists on wearing his own jacket and gloves. That's out of our hands I'm afraid.

[@gospelofrye6881]

I was actually a little confused at the beginning because it's Brad, Brad, disembodied arm getting coffee beans, then focus on bag on counter. I thought BRAD HIMSELF had filled the bag and written his own name on the bag which would have been even weirder. This is probably due to cultural bias - in Australia, there are many places where you fill the bag yourself and take it to the counter (even many smaller supermarkets... even some service stations - ie gas stations - in the right parts of Sydney and Melbourne).

[@Doggieman1111]

Awesome, you've definitely worked in the biz

[@RockinEnabled]

@@gospelofrye6881 Backtracking my thoughts, I thought that too. Here, where I live, in larger supermarkets (and small environment-friendly shops) there are products that customers weigh themselves. But then I saw the bag on the counter, and saw the situation.

[@tomg9941]

I’m convinced this is 100% what happened. I’ve had this exact conversation many times

[@carolynv8979]

I thought he wrote his own name and the contents before handing it to the barista to weigh and ring up. When I was a barista people would fill their own bag from the hopper and then tell us how they wanted it ground and what blend it was. So I assumed Brad chose the “fresh” blend (idk maybe it’s a local specialty that’s roasted daily?) and he wrote beans because that way he doesn’t have to actually talk to the barista at all, they’ll know just to ring it up without asking how he wants it ground.

[@DashRantic]

James being mad over things like this is exactly why I subscribe to this channel. The level of understandable indignation displayed over such trivialities brings me such joy and hope for this world.

[@speedracy]

So I think what's going on with the "Brad, Fresh Coffee Beans" labelling is that Delonghi is trying to raise awareness about how their product functions. They probably did some market research to figure out what do people not know about their machines. Through this research They may have found that the market has a lack of awareness that Delonghi machines can use whatever your personal preference of coffee beans from your favorite roaster. Delonghi thinks that since they make a super automatic machine and, and compete with the Keurig K-Cup "you only get to use the beans we sell you in these small pods" machines that customers may not know Delonghi machines don't have that restriction. They want to fix that misconception and create some differentiation even against Keurig style machines. And so they end up emphasizing it by having the bag of beans with Brad's name on it literally EVERYWHERE.

[@ChristophMarius]

yea I think that could be true. Heard friends of mine wondering if they could use normal espresso beans in their automatic machine or they need special ones.

[@uEffects123]

Great explanation actually!

[@gardengatesopen]

You're probably right, large companies DO tend to think people really ARE that dumb!!

[@ChristophMarius]

@@gardengatesopen well many people hate to read into topics and just want to get a good result / solution. I am sure James Hoffman viewers are not this type of consumer lol

[@victorpoiesz9265]

Definitely it's a hit against the coffee pods

[@johntobin]

I love your videos, and this is one of your best. I feel this way about most commercials, and you did an amazing job of tearing this one apart!

[@justilou1]

So very grateful I wasn’t drinking coffee myself when you exclaimed “Lordy, he’s a vascular man!”… I would have had a painful sinus rinse.

[@JBthePAdashC]

I did laugh quite out loud when he said “someone thinks someone else is an idiot”.

[@ddp8972]

Oh lordy Justilou your comment was good😂 it gave me a painful sinus rinse reading it 🤭 thanks 👍

[@Garvm]

“Some American weird weight of coffee. Half a kilo for the rest of us” This is gold

[@redwolfexr]

Actually that would have been more like 340 grams. For some odd reason they tend to sell "artisanal" coffee in 12oz bags.

[@adafrost6276]

He says that but the UK still uses the most primitive weight measurement of all: they still weigh people by stones.

[@jeannereynoldsdail7940]

Loved that!

[@Vinniegret]

@@adafrost6276 amen. You stole my comment! But! They also drive on the wrong side of the road

[@simonlayfield2513]

@@Vinniegret unless you're right handed and prepared to have a sword fight on horseback. Then we're all good.

[@MorningNapalm]

"Just give me some weird American weight of coffee" LOL!

[@actuality]

I want my cubit of coffee ground please good sir.

[@alanjarrar]

Half a kilo for the rest of us.

[@iainburgess8577]

Yes, let the Americans have it re their weird measures in the kindest offhand British way possible.

[@jdbaggins92]

That will be my standing order of ‘fresh coffee beans’ at my local roaster from now on: “one weird American weight of coffee.”

[@BradAhrens]

Ive found if you fill the emptied clip of a Glock Gen 4 9mm with dark roasted beans it's the perfect dose for 2x 12oz cowboy coffees brewed in the WW2 military edition steel kettle. I recommend a Weber Grill and mesquite charcoal.

[@johnelumbaugh4386]

I don’t know about the coffee maker, but for some reason now I want the motorcycle. Maybe now they can get together and do a commercial for triumph, and he can spend most of his time trying to figure out how to use the coffee maker.

[@jamesreynolds9180]

"Someone thinks someone else is an idiot" I work in advertising and that's the subtextual minutes to every meeting

[@BillPeschel]

I'm reminded of a book of "Stan Mack's Real Life Funnies (all dialog guaranteed verbatim)" in which he follows advertisers reacting to a focus group (behind a two-way glass). He caught that as well.

[@daniel_brodie]

Specifically giving props to the colourist makes me very happy. We do deal with a lot of this regularly! Great video man.

[@breadyegg]

You guys deserve a LUT more credit.

[@paularowe7651]

Regarding the job of the colourist/editor, haveyoi ever studied the prairie stop scene in North by Northwest? If you watch it critically, you will see the sun's angle all over the place. It wouldn't be noticed by the public but as I have a degree in film prod. It is very obvious. Can't blame the director of photography though as time and money would have been at a premium.

[@Merfunk]

I would die laughing if after this I was stuck behind someone at a cafe asking for "fresh coffee beans" and once asked "what kind", they just say, "......Brad?"

[@grannypat412]

I'd buy that.

[@DavidRachlinMLIS]

This is the best movie review I've ever seen in my life. Siskel and Ebert commenting on entire films didn't have shit on James's ability to pick out the most ridiculous details out of a commercial and make me see how strange and stupid they are. James... can you just review all the movies? Like, all of them?

[@satellachannel6423]

(edit=typo) This is commercial story-telling - "Aesthetic of Brad Pitt life", motorbike, masculinity, diesel smell and cologne. You're a man, be like this alpha male, be the best, drink the best, whatever. - random scriptures on the paper bag to get the traditionnal aesthetic. "Brad" is to highlight the bag during the whole commercial (not any bag, this is THE bag), also imply that he is a regular customer Starbucks-style despite having no sense in the context. - Associating the sexy "fresh coffee beans" with delonghi machine for the audience. ("what are you drinking? Instant Nespresso? You're a failure!") - The guy working on the bike drinks coffee while Brad cannot drinks his, anticipation. He IS judging. What he is drinking? Instant Nespresso? HA! - Cups and coffee-related gadgets in the background to stay in-tune with the theme. - Gas station, more sexy imagery, still not at home, anticipation. Gas is flowing like coffee SHOULD BE. - Sunset for no reason = the end of the journey, accomplishment. - Luxurious house where the machine is on the spotlight = machine is luxurious. - Highlighting the coffee options for way too long to showcase - Perplex expression = you've never seen a machine/coffee like this one, trust the big man. - Satisfaction. BUT (panning) associated with the brand. Brand = satisfaction.

[@alanelassad]

So they are really targeting idiots! Thanks for explaining!

[@tinadeng6287]

A+ Film class paper!

[@jp_baril]

@@alanelassad Of course they are targeting idiots, all ads are made for idots! Ads to work, they are never real-life-logical. As SatellaChannel wrote, they are a story where every detail must be explained like to a 3 year-old.

[@satellachannel6423]

@@8jzX_u1LN_Uez2 not english speaker, thanks for the head-up.

[@SexyBakanishi]

Wow this should be the top comment

[@StephenBoyd21]

The next time I buy beans, I am going to insist that they write “fresh coffee beans” on the bag before I slip it into my back pocket.

[@Olvenskol]

I'm just going to have them write "Brad".

[@robotsongs]

You need more vascular before you can pull that kind of authority.

[@gardengatesopen]

I like y'all's style!! DO IT !!!

[@iggywow]

makes sense so I know which bag to pick out of all my other coffee bags if I want fresh coffee, because sometimes you feel like buying a bag of stale coffee beans for a change just to mix it up

[@heinzel2183]

And they should also sell you a bag saying "stale coffee beans"

[@ryubaku]

I think what we really all want, is for you to recreate this commercial the way it makes sense for you.

[@haphazard1342]

You're in luck. Check out the new video that James just released. It's exactly that.

[@TheJamesMReid]

This comment aged well 😂

[@of1300]

Thought the same, but his version would look cheesy and nobody would get the point.

[@Wkkbooks]

It would be 25 minutes long.

[@shannonwilhoite9747]

I want this!

[@m.balauszko]

After watching tons of your videos (and really liking all of them), I subbed after this one. I love coffee but also work in the video production and this breakdown is just perfectly on point. Well done.

[@TynesStudios]

Creative here: I think it is very, very--very--clear that the client interfered in the production. I have no doubt after seeing that print advert where again, "Fresh coffee beans" is called out. Chazzelle and Pitt, et al are just getting a paycheck here. They've created a sort of Cali VSCO aesthetic and let the client dictate terms: "We have to see that bag. We have to emphasize that this is 'fresh' coffee. This is luxury." Admittedly the "Brad goes about his day at the Moto repair shop" punch in is totally bonkers. I don't think they got the "king on throne" vibe that you did - and is totally there. My guess is it was an attempt to show more "California lifestyle" aesthetics, but it is completely bonkers. You know George and Brad are buddies. George is all into Nespresso. And George has made some money on beverages. Did he cajole Brad: "There's some real money in this coffee/beverage business buddy. Get some." And this is what came of it? Brad likely dragged Chazelle and his team into this because, well, if you have access to the Ferrari, why not drive it, right? But yes, complete misfire here. I hope George teases him to the bitter, bitter fresh made coffee bean end.

[@markjleonard]

drug == dragged?

[@yellowtuesday]

I say they shot the whole thing and this conversation happened "I don't think people understand that these are fresh beans" *five worse ideas* "what if I wrote fresh beans on the bag?"

[@starryfisher]

exactly what came to mind when i saw some of those odd choices (from also an ad creative)

[@ToniHinton]

I agree, it's not so much a "king on his throne" vibe, it's more "Manly men, men who drive manly motorcycles, like fancy coffee too." Mind you, not men who WORK on their own bikes, because we're not going for that greasy prole audience with our overpriced machine.

[@Dinckelburg]

What a comment

[@theloudtenor]

I REALLY want a coffee cup that has “Cup Of Coffee” emblazoned on it.

[@gubx42]

And I want it to be served to me on a coffee shop called "coffee shop" by a barista with "barista" on his name tag.

[@whackamolem8024]

James Should start selling them now - he should put brad Pitts face on it too..lol

[@theloudtenor]

@@gubx42 “Male Barista” hahaha

[@theloudtenor]

@@whackamolem8024 “Handsome Vascular Celebrity”

[@theloudtenor]

@@whackamolem8024 YES

[@Granar.]

De'Longhi really didn't know what they were getting themselves in for when they commissioned this commercial. They have drawn the attention of Chief Weird Coffee person... I have to agree though the biggest crime is clearly the unsealed bag of BRAD'S beans poking out of his bag. Anyone who rides a motorbike, especially a custom one such as Brad would know that they would be vibrated or shaken out of that bag in no time. Not to mention when you're carving up those sweet LA canyons.

[@nena8692]

I was convinced that the whole set up was that the beans were going to fall out of the bag, scatter all over the road and he would go back to get another bag, which would tell us how good the beans (?) were. Then at the motorcycle shop, I thought Brad was such a cool guy, that he brought his repairperson some coffee, but when did they grind it? And no, because Brad's bag is still closed and full. Thanks for pointing all the other stuff, hilarious :)

[@playea123]

The Italians were already outraged when Brad chose to get a cappuccino after 12 PM

[@robertpugh4057]

Brilliant. Next up, James Hoffman critiques Roger Moore’s La Pavoni Cappuccino made for M in Live and Let Die. 👌

[@TimWilson666]

That I want to see.

[@TimWilson666]

And I love that scene and the machine in LALD.

[@robertpugh4057]

@@TimWilson666 kzbin.info/www/bejne/gGS4gqCBnrt7b6c

[@pan2501]

He did already in a brief secodn tho.

[@janerikesteban6739]

He did comment on it in the La Pavoni video kzbin.info/www/bejne/onzMnp1mq7eAa6M

[@ericpmoss]

All they needed was 5 seconds and Brad Pitt telling his mechanic, “I don’t want your filth, it’s not from a deLonghi.”

[@HH60gPaveHawk]

I feel like if Brad Pitt even tolerated a mechanic long enough to sit in their shop in person instead of just having an assistant ride the bike to the shop or having the mechanic come to his home, he’d just buy/have the brand send a deLonghi for said mechanic so he could enjoy his preference of coffee at the shop.

[@TestarossaF110]

@@HH60gPaveHawk I'm sure he would ride it to the shop himself, don't want anyone else on YOUR bike now do you? But he surely won't wait there, he will probably have a stash there or get one to loan for free. (:P)

[@HH60gPaveHawk]

@@TestarossaF110 if I own like 50 cars and motorcycles, you better believe I don’t ride/drive them all to a shop for maintenance. I have people for that

[@princesscaraful]

I thinks it’s a very artistic choice. It sort of reflects the actors position in life. The juxtaposition of the fresh coffee beans that have in fact been on a journey all day or perhaps for multiple days. Compare that with Brad Pitt who himself once was a fresh young actor but now is at the coffee beans frustrated trying to escape his destiny and thus likely to end up in a mediocre coffee movie

[@randominternetscientist]

Kind of an introspective, French-cinema theme that accidentally oozed out of the directors. I love it.

[@hypothalapotamus5293]

I think that the beans represent Brad Pitt's emotional baggage. Being Brad Pitt, he has to ride around Southern California on a motorcycle showing everyone his beans all day long. When he gets home, he puts his emotional baggage in his Delonghi, grind them up, and drink them so that he can be at peace with himself.

[@TheAbhi2210]

I review ads every day as a part of my job and let me tell you I never had so much fun listening to an ad commentary. You need to do more of these videos. I really have to admire your keen eye for the obscurity. But, according to me, this ad is filled with tired tropes. It' really trying to project a specific lifestyle around the brand. But, it fails to build clear connection between the product and the message. What I find very disappointing is how they looked down on coffee beans, the culture of coffee consumption and the coffee culture in general. I think they ve really missed the mark as the brand comes off as a knock off, when they were trying to project an exclusive image. And they have isolated everyone now because of its snobbery. It's a bit of a mess.

[@milllworks]

nailed it

[@pixel-hy4jx]

correct me if i’m wrong but don’t you want to make the brand clear in the first couple of seconds of an ad? it seems like this even breaks that rule

[@tannerhawes6890]

I thought I watched this channel to learn more about coffee, but this video has made me realize that your sense of humor is a huge part of why I love this channel.

[@nickrivera2391]

Does having the label “Fresh Coffee Beans” imply that Brad had, but turned down the option of “Stale Coffee Beans”? Or maybe, “Fresh Pinto Beans”?

[@cdpond]

Nah, it's 'cause they were out of aged and refried coffee beans.

[@DasGanon]

"Dead Dove Do Not Eat"

[@razgvozd]

Learn with Trump net worth. If you treat people like idiots they will leverage themselves as such.

[@MaelcolmSnorkelStrap]

Now I want to buy “Fresh Coffee Berries”

[@Democritus623]

Will Smith was not available for "Fresh Coffee Prince".

[@tomjansen3432]

That was utterly hilarous, thanks James!!

[@arie1293]

Agreed it is a bit weird. Here is my interpretation of the intentions of the producer. Brad loves his De’Longhi coffee brewer so much he is willing to wait until he gets home from his errands to enjoy his cup of brew. He skips getting a fresh cup at the coffee shop because their commercial brewers aren’t up to De’Longhi standards. He stared off in the distance while the dude was working on his bike as if to remind himself he has a better version of coffee waiting at home. And, perhaps, he’d rather enjoy his cup of coffee in the peace of his home and we should too and go buy that machine for our own slice of “perfetto”

[@EpochEmerge]

This makes sense

[@darknessblades]

if you own a super-automatic coffee machine you know that the machine always has some beans remaining [3-6 cups worth of coffee] so he aint drinking that "fresh" Coffee Or brad must love his coffee soo much that he buys a new machine every time he runs out of coffee

[@YourWifesBoyfriend]

@@darknessblades No American needs a fully super-automatic coffee machine

[@arie1293]

If it featured a built in roaster I might consider it 😅 but then again, grinding the beans and switching between brew methods is some of the enjoyment of coffee at home. Part of me has to think the producer laughed to himself at how ridiculous the commercial is. Also makes me think that maybe he knew exactly how ridiculous it was and was trying to show that this machine is just as far from reality as Hollywood movies are.

[@ladyhecate9450]

Exactly. Your interpretation is right on.

[@gabrielcolombelli993]

The title of this video should be: “James mad for 9 minutes straight”

[@isaacrichardson3200]

I think Square Mile needs to stock a coffee entitled “Brad: Fresh Coffee Beans”. I think it would really broaden the general appeal.

[@zixzysm]

Now THAT is a good idea :D

[@TheMarmite09]

Omg. Yes!

[@waelbarr6573]

😁👌👌

[@dreamervanroom]

Chuckle.

[@derwaechter01]

The point of the filling station scene is that the woman in the background drinks coffee, Brad but Brad doesn't want that coffee, he wants his beans in his machine at home. Because it's so much better. So same point as with the guy drinking coffee in the workshop and Brad not having any

[@Rice_Cake_]

Brad is such a man, that his beard grows when he's anticipating coffee... Check out how much fuller his facial hair is when waiting for coffee to brew, compared to pumping gas

[@bradpitt1515]

Hello fans Thank you for the comments. "I hope you are having a great time?

[@jur9en1]

Well spotted, he grew a complete goatee between pumping gas and brewing coffee. Those beans can't be fresh anymore!

[@josephsteward3166]

I hear he just grinds his own beard clippings for coffee and the ‘fresh coffee beans’ on the bag is to throw people off the scent

[@TestarossaF110]

@@jur9en1 so that's why it's so special! It's a time bag, those beans will stay fresh thru time itself!

[@ek.74.914]

This is due to his vascularness!

[@FetteryJ]

“One of cinemas greatest eaters”…..absolutely nailed it.

[@L.C.Sweeney]

He's famous for it

[@MattJordanWoodturning]

Nearly spat my own coffee out when you freeze framed on Brad's face 😂

[@MugeOyunTR]

ohh never that!

[@lelizeua]

Mild confusion or disgust? 🤣

[@Epinardscaramel]

Laudy he's a vascular man!

[@Alnakar]

Maybe he did need the bag labelled, after all...

[@keep7smiling]

James already got me at: "no, no, just give me some weird american weight of coffee" lmao

[@winnisnov]

This is so funny. I think the ad, for whatever reason, has done it’s job. It’s a year after being released and I’ve watched this today which then made me watch the commercial. Delongli must be pleased.

[@stickychocolate8155]

Well you misspelled the brand name lmao. So maybe it didn't really have the intended effect

[@winnisnov]

@@stickychocolate8155 😂 Oops! Mind you, Google the wrong spelling and their coffee machines still come up not some strange company called Delongli so 🤷🏼‍♀️

[@uncleherbydean]

This was hilarious. You HAVE to review this machine now

[@suzylafrance5390]

Please review the machine with an intro parody of this commercial. Motorcycle and all

[@jannipper66]

@@suzylafrance5390 that would be epic

[@BillPeschel]

@@suzylafrance5390 James on a bike? How would he fix his hair?

[@ninzaa12]

If James were to diversify he should try being a movie critic. I would subscribe to that content. 😂

[@brrrt6666]

You're on point, he'd fit right in with these guys!

[@evan]

Not on topic, but your lighting/grading is always SO satisfying and pleasant.

[@teriyakiprinces1312]

Legit, I need an editing tutorial ASAP

[@daniel_brodie]

The soft gold bounce is particularly lovely. Excellent quality lighting and post.

[@ashtonrouse5638]

Stylish

[@fab186]

"thank you to Skillshare for sponsoring this video"

[@92Pyromaniac]

Everything about James Hoffman is SO satisfying and pleasant. Umm... wait..

[@MetinSenler]

You should call this format: The Roast of Coffee Commercials. 🥁

[@fionaclaphamhoward5876]

Dark roast? Or maybe more of a light roast, James being the gentle briping hipster that he is

[@thejoetandy]

I want to see an edit where everything else is needlessly labelled. Preferably with a dymo.

[@aggiebattery8354]

"Well, how do we know those beans are really fresh?" "It says so on the bag"

[@BrianvanBruggen]

Make sure he's wearing a name tag saying "Hi, I'm Brad Pitt"

[@sikaheimo]

@@BrianvanBruggen No. Brad tattooed on his forehead.

[@TheBirchCreek]

This reminds me of a book One Hundred Years of Solitude, where the inhabitants of a whole village suffer from some kind of amnesia and in the end they have to put labels on everything around them to know how this or that thing (or even animal etc.) is called...

[@jhgann]

Fresh Gasoline

[@paolodebord]

I have to say, this react was hilarious and i had a lot of fun; although, as a film maker, i would say that the concept is not bad, Brad goes out of his home to get some coffee, he's out, he could take an espresso or a cappuccino right in the coffe shop (you can notice the espresso machine on the background), he could take the coffe when he's waiting at the mechanic or even at the gas station (the lady on the background has coffee) but the point is that he doesn't want just any coffee he wants what only his Delonghi can brew. I can't deny that there are some choices that looks odd, but let's remember this is a commercial not a movie, the bag with written above "Fresh coffee beans" is meant to inform people that maybe just change the channel what's going on, also there is a rule in screenwriting and is "it's better make things explicit and make people feel smart than make things obscure and make people confused", so even if it kinda looks ridiculous you have to see the bag all the time cause the story it's not about Brad Pitt but it's about Brad Pitt's Coffee. I know that this was just for fun and actually i did enjoy it a lot, but since you asked what all of this meant i though you would have apreciate some feedbacks from someone in the field. I really like your content, cheers.

[@josephruby2981]

This. Coffee, coffee everywhere but Brad JUST WON"T DRINK any coffee other than his personal DeLonghi coffee that he personally makes with his very own FRESH COFFEE BEANS. It's supposed to be amusing.

[@josephruby2981]

PS - as others have noticed the point is that the nespresso-style machines that make milky drinks with a touch screen interface are NO DAMNED GOOD because they don't BRAD"S OWN FRESH BEANS.

[@ChetanRao]

Great comment. I agree that it's always good to make your audience feel clever. But as a fellow industry insider who's also written and made ad films, I respectfully disagree that the choices in the film do that. They insult the intelligence of the viewer, don't make them feel clever at all, in my opinion. Even if someone tunes in midway through the commercial, they need only watch for a few seconds to realise what's going on, so the writing on the bag is entirely superfluous.

[@just_me6128]

@@ChetanRao You'd be surprised, people sometimes can't understand the most basic concepts. 🤭

[@albertloan396]

Excellent explanation.

[@busydadscooking001]

Brad is clearly just trying to infuse his fresh coffee with the most premium of gasoline vapors ... that's why he left it sticking out of his bag.

[@itsonlymesp]

I'm new to James Hoffman, a month or two now.?? IDK, I enjoy his breakdown of a drink I've loved for over 20 years but apparently did not "Know" much about. So I enjoyed listening to this mild spoken - tweeked out on coffee guy.. go on about our beloved beverage. Very interesting and very informative. But after watching this I'm now a fan. I don't ride a motorcycle or have a hipster bun or a beard...LOL... btw if hipsters are so very different why are there so so so many everywhere you go? Thank you for the video. Assessment approved!

[@armadillofeathers4850]

George Clooney is never going to let Brad Pitt forget this commercial

[@cars1963]

I'm pretty sure Brad was even chosen for this commercial because of George's association with Nespresso.

[@cruachan1191]

@@cars1963 Almost certainly. Clooney's current (UK) commercial with him fighting with his neighbours over the last pod also merits a James review IMO though.

[@panzerveps]

If he bought his coffee at Starbucks, they'd probably write "Bread" on the bag.

[@smwillia]

Brog, it would be Brog.

[@QD_Makesstuff]

I cannot accurately express the joy that is brought into my life by watching James get frustrated and/or bewildered about coffee shenanigans committed by others.

[@JKenjiLopezAlt]

😂 😂 😂 this is definitely a weird commercial. As a fan of Brad Pitt the actor, I also think that perhaps (perhaps?) he also thinks this is a weird commercial and is kinda just rolling with it ironically? I don’t know. It’s hard to explain. It does kind of seem in line with his smirky sense of humor though.

[@jelobeanss]

Oh hey, it's Kenji!

[@urbutt388]

Agreed. This ad seems like an inside joke between Brad and Damien Chazelle. P.S. Kenji you were right: a BLT is not a bacon sandwich it's a freakin tomato sandwich, tyvm for the wisdom ur the bomb

[@JimNortonsAlcoholism]

The level of pretentiousness would be off the charts if Kenji and Hoffman did a video together

[@Crokto]

i think there's a pretty good chance that they just were really interested in getting paid to ride around on a motorcycle, drink coffee, and practice flying a drone, and didn't particularly care about how the ad turned out

[@boristrninic6709]

@@JimNortonsAlcoholism as if this youtube video is not pretentious. Or this whole channel for that matter 😂

[@deltavictor8369]

This is so absurdly, nitpickingly pedantic, I love it. We need James to watch every other coffee commercial, now.

[@christiansmith1663]

The beans are HIS fuel James. It is symbolic and profound.

[@greysuit17]

But he got gas.

[@billySquanto]

@@greysuit17 beans give him gas

[@TexelGuy]

@@billySquanto I'm sure the cappuccino he just had would give him gas.

[@greysuit17]

@@billySquanto 😂

[@skeetsmcgrew3282]

Ok but that actually does explain that shot. I was legit confused that they were reminding us he still had coffee beans

[@localfarang]

This is a funny react video 😂 normally I don’t enjoy these style videos but found it very entertaining under your narration

[@benjammin9293]

The “fresh coffee beans” is actually rather intelligent for an average consumer who doesn’t quite know coffee so well. The average consumer goes to the store and just buys “coffee,” a bag of pre ground, well, coffee, but Delonghi(?) is making it clear to the consumer that this machine uses “fresh coffee beans” hopefully stressing to buyer that the standard coffee they buy on the shelf isn’t for this machine. They need “fresh coffee beans.”

[@TestarossaF110]

Ah but is Fresh a brand of coffee beans then? And does that mean I can't buy "fresh" legumes? Wonder if they also sell lentils... :P

[@youtube_handled]

So you think they wrote fresh coffee beans on the bag to suggest people buy fresh coffee beans?

[@violet6069]

I agree. In my country most people drink premix instant coffee...and wouldn't know the process of grinding fresh coffee beans and the various methods of brewing coffee

[@ricardomejias4771]

but fresh coffee beans doesn't necessarily equal 'whole bean' right? you want coffee beans that were roasted recently, I guess the brown bag insinuates it's freshly roasted, but if you're going by the logic that general people don't see a difference between preground or whole bean, then they wouldn't know the difference between freshly roasted and just whole bean coffee that's maybe not as fresh as it could be or sat around for a bit so it still can be misleading, cause now people think, oh, that means the whole beans in the supermarket are 'fresh coffee beans' cause that's what Brad had?

[@loodog555]

Yeah, if you pick apart the ad, things like this become silly when you consider them seriously like J Hoffs here, but having such clunky and obvious visual reminders are what make the ad work. The bag sticks out not because it's intelligent way to pack a bag of coffee, but so that the viewer continues to associate the product being sold with the "FRESH COFFEE BEANS" he's being shown for half of the ad.

[@mikhailberastau948]

"What is happening?" - Brad rejects other coffees (one offered at the bike shop - thus the cups for customers on the stand - and one he could buy at the gas station - there was a lady with a cup in the background as a hint) and prefers to wait for the one he's going to have at home, made by the De'Longhi coffee machine.

[@vincetarrosa]

This makes sense!

[@owenmcateer721]

This also explains why he was looking at the coffee machine like that

[@PrijelaNaKole]

Also possibly (and most logically) at the shop where he gets the beans! I mean. Who doesn't go for a fresh coffee beverage while acquiring one's fresh coffee beans?

[@unparticularnoise9021]

You need to look for that to understand. Kinda generic ad still. Even though with the hints it starts to make sense.

[@sebaba001]

@@PrijelaNaKole They pushed it too far there 😂. That delonghi will not be better than a craft coffee shop.

[@CasualCorpse]

This feels like a perfume add. They aren’t selling the machine, they are selling the lifestyle and “aura” of the kind of people that own such a machine.

[@amd0824]

Exactly this. Cologne/perfume ads are WAY more surreal. Happens all the time.

[@ruthlessss]

Really good point!

[@onixtheone]

The function of this ad is probably to tell the average bloke, “don’t worry, all you need to do a for perfect coffee AFTER buying our machine is; go on a journey for fresh coffee beans”

[@jooooocy]

Yeah, I actually had a moment along the lines of "No, I do understand why they did this". My theory is that the commercial's main character is not Brad but rather the bag of beans. Writing the name on the bag and the sentence about freshness gives it personality. It makes it unmistakable recognizable In the other scenes. These other scenes afterwards show the journey the beans take on the day with Brad to further stress this bag is something special. "You wouldn't take a normal bag of coffee (beans) to the mechanic or the beach". This frames the beverage in the end as something special but not because of the machine which made the coffee but the (emotionally loaded) coffee beans that went into the beverage. In the end, it all comes down to: Make our message as easily understandable and clean as possible, no matter the cuts in realism.

[@TheBacontarian]

Like the Ikea commercial that makes you sentimental about a lamp being thrown out

[@michealpersicko9531]

Yet they failed the basic requirement of a vague artsy fartsy commercial and that's for it to make sense. Like James alluded to this commercial really does feel like it was shat out in a day with very little care for if it makes any sense from a continuity stand point as long as Delonghi is happy with it.

[@alexmbonilla]

None of it makes sense until you remember who they're trying to troll, Nespresso. Nespresso uses "George" and "*not* fresh coffee *grounds*". Because of that, I think it's kinda funny since Brad and George are such good friends.

[@richardknight1070]

"Lordy he's a vascular man". Lovely. I assume they label the bag Fresh Coffee Beans so that he doesn't mistake it for a bag of chocolate covered raisins and crack one of his expensive teeth. Super video.

[@Grogeous_Maximus]

Brad should have been wearing a nametag that said Vascular Man

[@Gildaaaaaaas]

Beens don't crack teeth, don't ask how I know

[@feanaaro8652]

@8:18

[@BadlyBentPub]

I think that most people think this commercial is about Brad Pitt. They keep showing the bag of beans because the story is about a plucky bag of Fresh Coffee Beans and it's determined journey to be ground to pieces and drowned in the scalding heaven inside a Delonghi coffee maker. Brad Pitt is secondary to the story. Kind of like the Oceans' movies.

[@amobassi7220]

The scene where the mechanic is working on his bike whilst drinking coffee is, I think, meant to portray that Brad COULD have a 'workshop' coffee if he so desired, but it's nowhere near as good as HIS coffee, so chooses not to. And I guess his demeanour is that of a man eagerly awaiting the mechanic to finish so that he can ride home for his 'perfetto' cappuccino mix. (And this is why I didn't take Film Studies!)

[@annej710]

I just think he knows he doesn't like black coffee, and so he'd rather not have any than have it black. My guess is that this scene is there to show the not-so-patient suffering of someone who knows there is no milk in this particular workshop.

[@slicedtoad]

Yes, this is exactly right. In addition, the constant shots of the "fresh coffee beans" bag is to emphasize the fact that he is grinding his own beans instead of buying pre-ground (like most of the population). James is analysing this from the perspective of a film instead of a commercial. Everything is over emphasized and made obvious so that a non-coffee-person audience can be sold the idea that grinding your own coffee is better.