Haymaker’s rebrand and campaign for Seattle’s Best Coffee is a masterclass in approachable, funny, human-first storytelling. With a platform line—“May smoother coffee bring smoother days”—and a series of relatable vignettes starring Joel McHale, the work strikes the perfect balance between smart and accessible. “Coffee can get pretentious very quickly,” said Jay Kamath, Haymaker’s CEO. “But there’s nothing that beats a solid, reliable cup.” The campaign relaunches the brand with a smile and positions it as a daily comfort that actually feels, well, smooth.
The Brief
Seattle’s Best had been on the back burner. “They had big ambitions for the brand,” said Kamath. Nestlé brought in Haymaker to reintroduce it to the world and prep for a 2025 relaunch. The agency needed to land a platform, build a campaign, and help the brand find its voice again. “They saw tremendous potential,” he added, and Haymaker delivered a strategy that matched.
The Strategy
Smoothness became the hook—but not just in flavor. “We realized it wasn’t just about mornings,” Kamath said. “It was about life’s rough patches at any point in the day.” The campaign reframed Seattle’s Best as a reliable lift—comfort for parents with early Little League games, or people dealing with smart homes gone rogue. “There’s such a wide spectrum in coffee,” said Kamath. “Seattle’s Best can help bridge that gap.”
The Creative Execution and Work
Joel McHale became the face of smoother days, stepping into chaotic scenes with a calm demeanor and a cup of Seattle’s Best. “There’s a lot of warmth to him,” said Kamath. “It felt believable.” Neil Brennan, co-creator of Chappelle’s Show, directed. “He made the work better,” Kamath said. Each spot had multiple vignettes and punchlines—short formats by design. One fan-favorite? “Who wants to push the clown off the deck?”—an off-the-cuff McHale line that made the final cut.
Lessons Learned
Working with talented collaborators makes a difference. “Neil was incredibly collaborative,” said Kamath. “He brought a lot of great ideas but always asked, ‘Are you getting what you need?’” And McHale was a pro. “We get to work with lots of different types of talent,” Kamath said, “but he was amazing.” The team also leaned into small touches—like subtle lighting cues—that added polish without distracting from the message.
How to Sell in Good Work
The pitch wasn’t overthought. “Much of it was autobiographical,” said Kamath. “We wrote what we knew.” That grounded tone helped Seattle’s Best feel real and relatable. “It was about honoring the role coffee plays in everyday life,” he added, “not pretending it’s some elevated, unattainable thing.”
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
