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…