Campaign Trail: Trade Coffee’s remotely produced ad embodies creativity in crisis

Campaign Trail is our analysis of some of the best and worst new creative efforts from the marketing world. View past columns in the archives here.

Coffee is a key part of culture and people’s daily lives. It’s a common connector around which people socialize and network — meeting over the office coffee pot or hatching ideas in a café. Despite the pandemic temporarily closing some roasteries and upending commuters’ grab-and-go habits, consumers stuck at home are still enjoying their daily brew, a new ad by direct-to-consumer (DTC) coffee company Trade contends.

The 30-second spot — produced entirely remotely —

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