W+K HQ goes back to reality for Maxwell House

Remember Maxwell House coffee? It used to be the perennial number two to Nescafe before coffee got taken over by baristas. Maybe it’s bigger in the States.

Anyway current owner Kraft has handed it over to brand revival experts Wieden+Kennedy – who seem to be aiming their new campaign at people who’ve never heard of baristas.

A rather refreshing dose of reality in an ad world currently dominated by video game techniques and unseemly shows of unfounded enthusiasm (think nearly every mobile/gadget ad).

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