In an age where you can find a Starbucks on every block and a trendy café frequented by coffee snobs who wouldn't be caught dead in a Starbucks on every other block, the task of making old-school home-brewed coffee appear even remotely cool would seem nearly impossible. And that, presumably, is why Maxwell House isn't even trying. The 122-year-old, Kraft-owned brand is undergoing a major overhaul in its marketing strategy. But instead of attempting to remake itself into some sort of hip Starbucks alternative—"Hey millennials, these coffee grounds are turnt up!"—Maxwell House borrowed from its own classic "Good to the last drop" slogan to come up with a core message that its product is, well, good. Seem a bit underwhelming? That's the point, according to the middle-aged everyman protagonist in a trio of TV spots. You see, he tells us, we've gotten so caught up in superlatives—"Awesome," "Amazing," "That's epic, bro"—that we've forgotten the merits of just being good. "Good is setting a personal best before going for a world record," the Maxwell House man explains. "Good is swinging to get on base before swinging for a home run." And in case the viewer interprets this to mean that Maxwell House coffee maybe isn't so good, the man takes a sip of his steaming cup of joe at the end and begins to proclaim it to be "Great!" before stopping himself and reverting to the more on-message "Good." A social media element includes a new Twitter handle, @AGoodCoffee, which spouts forth gems of wisdom such as "The good thing about Mondays is that if they didn't exist we'd all hate Tuesdays." But judging by the TV spots, the target audience here isn't the youth of America. It's their dads (and moms, presumably, although we have yet to see a woman make an appearance in the campaign). So kudos to Maxwell House for accepting that instant coffee isn't going to be the next Skrillex, and instead settling for "good." We appreciate your honesty. CREDITS Client: Maxwell House Agency: Wieden + Kennedy Creative Directors: Eric Baldwin / Karl Lieberman Copywriter: Matt Mulvey Art Director: Lawrence Melilli Producer: Shelley Eisner Account Team: Ken Smith / Ryan Peterson Business Affaires: Cindy Lewellen Project Management: Shannon Hutchinson Executive Creative Directors: Joe Staples / Susan Hoffman / Mark Fitzloff Head of Production: Ben Grylewicz Production Company: MJZ Director: Steve Ayson Executive Producer: Emma Wilcockson Line Producer: Martha Davis Director of Photography: Alwin Kuchler Editorial Company: Joint Editor: Tommy Harden Post Producer: Ryan Shanholtzer Post Executive Producer: Patty Brebner VFX Company: The Mill VFX Supervisor: Tim Davies/Phil Crowe Flame Artist: Billy Higgins/John Price VFX Producer: Dan Roberts/Sue Troyan Titles/Graphics: WK Studio & The Mill Music+Sound Company: Tonefarmer/740 Sound Composer: Ray Loewy/Jimmy Harned// mnemonic – Dan Sammartano/Joe Spallina Sound Designer: Rommel Molina/Scott Ganary Producer: Liz Higgins – Tonefarmer/ Jeff Martin – 740 Sound Mix Company: Eleven Mixer: Jeff Payne