Let's say you're watching TV and an ad pops up.
Coffee shop. Barista hands a cup of coffee to a customer.
VOICEOVER: This is no ordinary cup of coffee
Montage of pretty shots of coffee farmers harvesting and packaging coffee beans
VOICEOVER: It's single origin, Kenyan coffee, 6000 feet above sea level. [...] But how do you trust it's the real thing?
Travel m…