Taking such concepts to extreme lengths has a history in marketing, Kallman said, with characters in ads embracing the outrageousness without question.
“You have to create a scenario where of course they have these mutant lab rats—that’s what sucks you in,” he added. “Everything else is an acceptable leap of imagination because it fits into that world.”
Goodboybob started with one store in Santa Monica, Calif., and direct-to-consumer online sales, and it now has three Los Angeles locations. Its flagship shop sits next door to legendary production house Tool and shares its owner-founder, Erich Joiner, who started the premium brand after picking up the java habit only a few years ago.
To keep the early momentum going, Joiner said he wanted the spots to be “original, entertaining and express what I’m being told by our customers—that it’s the best-tasting coffee they ever had.”
Joiner directed “Lab Rats,” continuing a decorated career that includes celebrity campaigns for State Farm, Microsoft, Capital One, Dick’s Sporting Goods and other heavy hitters.
Tool assisted in the “Lab Rats” production, with the spot planned to run on connected TV, digital and social. Two more ads, also from Erich & Kallman, are expected in the next few months.
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