This delightfully weird spot from 3x Small Agency Of The Year Erich & Kallman elevates the science of great coffee to an absurdly new level. When a laboratory switches to goodboybob coffee, the researchers declare it to be “the best coffee they’ve ever tasted.” To confirm their findings, they feed a sample to their lab rats—but these aren’t just any rats. Each rodent’s torso contains a different human facial feature—eyes, ears, nose, and of course, a mouth. Mere moments after coffee droplets hit the mouth, it exclaims, “that’s the best coffee I’ve ever tasted.” The offbeat humor only gets funnier with each successive viewing.

Renowned director and Tool founder Erich Joiner continues his reputation as a leading, Emmy-winning commercial director and documentary filmmaker, pushing creative boundaries for brands such as Microsoft, Capital One, Enterprise, Mazda, Ford, and State Farm. He has won a wide range of the most prestigious industry awards, including Cannes Gold Lions, a directorial DGA nomination, and an Emmy, in addition to three other Emmy nominations. Most recently, his Super Bowl spot for State Farm (featuring Drake and Paul Rudd) landed in AdMeter’s Top 10 Super Bowl LV Ads. Several of Erich’s commercials have been selected as part of the permanent collection of the New York Museum of Modern Art, and Shots Magazine has ranked him one of the Top Ten Commercial Directors in the world.