The video is great isn't it. My dad found it somehow and sent me a link.
I think it's ok to target Starbucks customer base. You're not going to appeal to everyone anyway so this targets one specific set of people. It also happens to be a rather large group of people. I'm with all of you about not liking the coffee at Starbucks. But in a way doesn't the copy play into how we feel. We don't like Starbucks and here's an ad telling us their coffee tastes better than the one we don't like. If you were looking for a cup of coffee and happened past this shop and saw the sign wouldn't you think to go in? Their kind of empathizing about the taste of Starbucks not being all that good so aren't they basically saying we know you don't like Starbucks. Neither do we. We'll give you a cup of coffee you'll like.
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