Maxwell House Is Clueless


Maxwell House Ignorance

Today, I saw this commercial for Maxwell House French Roast coffee, and I nearly cried from laughing so hard.  You have to watch it!!!!  There are several things that demonstrate the absolute ignorance of Maxwell House (Kraft Foods), when it comes to coffee.  The main character in the video is ‘Ted’.  Here is what Maxwell House puts as the description of the video.

Watch and learn how Ted puts a stop to ridiculousness and gets back to basics. -MaxwellHouseVideos channel

Ted wanders into an upscale restaurant with his arms filled with an auto-drip coffee maker, and a can of Maxwell House French Roast coffee.   He walks up to a table, where a

couple are seated and a waiter about to plunge a pot of French Press coffee.  He walks up to the waiter and lets out a “Kawshck” (that’s as close to typing it as I can get).  Ted obnoxiously states, “Is this what we’re doing now?” (motioning to the press pot) He continues “I love the French.  French fries, I love, French kissing.  They lost me at the French Press. ” The couple is obviously annoyed by this “Ted” dude.  He then makes another stupid comment, “I DON’T WANT A PLUNGER ANYWHERE NEAR MY COFFEE.”  As if the plunger from the press pot is somehow like a toilet plunger.  Then he pompously says, “Not in my house!”  He exalts the virtues of using Maxwell House, and letting “gravity do the work.”  What an idiot. I also love their tagline, “Stay Grounded”, no thanks I’ll stay whole bean thank you very much!

I left this comment on their YouTube channel and Facebook post, which asked “Do you agree?”.

The French Press is older than the autodrip coffee maker. Do some research before spouting such “ridiculousness”! If you want to ‘get back to basics’, try selling whole beans.

I can sum up my feelings about Maxwell House French Roast and the auto-drip brewer with their own phrase …”Not in my house!”

What do you think about this commercial?  Please comment below!  Have a great day c[_]


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Nate is a special kind of coffee lover. He began drinking the same swill that most others do, but thought there must be something better out there. Sure enough, he was right, even more so than he ever dreamed possible. He soon found his way into the specialty coffee industry, and was tasting exceptional coffees from dozens of roasters from around the country. He is now committed to teaching others how they can appreciate coffee, and how they can make the best coffee in town and save money at the same time! Cheers c[_]

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  • Leah

    I love my french press. Maxwell House isn’t welcome any where near my house:P 
    Not sure how much more basic you can get than a french press. Can’t use a coffee maker in a power outage:) 

    •  No kidding!  This commercial is laughable, “Let gravity do the work.”  Like it’s so hard to push the plunger down on a french press.  Not to mention, it makes much much better coffee than the auto-drip brewer in his hands.  It made me laugh to see how disturbed the couple appeared to be, and it’s their commercial!  lol

  • Kristen Miller

    I have to laugh – I am the LAZIEST person I know, and I prefer the French Press because I think it’s easiest way to make good coffee (WILL NOT DO INSTANT – EVER).  ‘Let gravity do the work’ – but then you have to clean out the pot, dump out the old grinds, clean out the filter cup, put in a new filter (if you remembered to get them from the store), carry a container of water all the way to the machine… foggehtabadit!  Grind, boil, pour, press – DRINK.

    •  Thanks so much for commenting and reading my post.  I love this commercial, because it clearly shows just how uneducated about coffee these mass producing corporations really are.

  • Raul

    I absolutely love the elitism and pretense this site is drowning in, and the flood of absolute butthurt is hilarious. I didn’t think anything special of the commercial — I just wanted to find out who the guy is because he looks familiar — but I’ve come out of this with so much more entertainment thanks to all of this whining. It’s one thing to enjoy food or drink however you prefer, but to gripe about somebody is acting superior while you yourself are acting superior is just priceless.

    •  Hi Raul.  I’m sorry that my post came off like that in your opinion, as that was not its intent.  This post isn’t at all about me being superior or elite, it’s about being accurate.  I’m always telling people to drink what they like, and never put them down for it.  At the same time, I am always teaching people, and trying to help them get more enjoyment from their coffee.  Coffee is a food that doesn’t remain fresh for very long.  OF course a fresh food will taste better than one that is prepackaged, but most people don’t think of coffee in the same context. I appreciate that you took the time to share your opinion though.  Maybe you’ll win some free coffee, as your comment gets you entered into the next giveaway 🙂 

  • Al

    Another reason I’m glad we don’t own a TV. We miss all these obnoxious commercials and it leaves more time to brew coffee.

    •  LOL…I have a DVR and haven’t watched a commercial in 3 years.  I was forced to watch this when I was watching a program online.  I’m happy that I saw it, purely for the comic relief. c[_]

  • Jeff Snelling

    Hey Nate, thanks for posting this commercial.  I thought it was hilarious too.  So I guess what Maxwell House (or Kraft) is saying is DO NOT USE their coffee with a “French Press” because it doesn’t taste very good.  This is what you get when you hire a bunch of college grads with marketing degrees.  Funny + Hip not = to Smart.  But, I guess for people that have never tasted fresh coffee from a French Press, this commercial works.

    •  I don’t usually recommend using paper filters, because they strip away much flavor from the coffee.  In the case of Maxwell House…I say DOUBLE UP! 🙂

  • Deafjeffdaref

    Not so much ignorance as attempted acquiescence. A few years ago Miller Genuine Draft had a commercial that ridiculed putting “fruit” (lime) in beer. What do they now market and sell?

    •  Great point!  There isn’t much consistency in messaging is there?

  • Blap

    I thought only I saw this as hysterical…

    •  No, Blap, you are definitely not alone! Cheers c[_]

  • DTS

    Come on.  That is hilarious.  If you don’t think it is funny it shows YOUR ignorance!

    •  You are right, it IS hilarious.  It’s like McDonald’s employees turning their noses up at perfectly prepared prime rib, while exalting the superiority of their fried McPatties.

  • waffle911

    Maxwell House isn’t clueless; but they know full well their customer base and target audience is. They’re pushing a high-profit convenience product to folks who don’t understand coffee beyond being a bitter, brown liquid that they drink every morning, get another at 2:30 in the afternoon, and pay too much for at Starbucks if they don’t make it themselves.

    Including Maxwell House, Kraft has 6 coffee brands around the world (plus the Tassimo single-serve system), including Gevalia, Kenco, Jacobs, Carte Noire, and Grand Mere. Granted, they’re all mass-produced, but at the same time Kraft isn’t ignorant when it comes to coffee; they’re just strategic in their market approach for each brand and cut corners where they know relatively few people would notice, especially in North America (the U.S. Gevalia website claims the “European recipe” for brewing coffee in a Gevalia drip brewer is only 1 tbsp. per 6 fl. oz.(!), while the Danish website at least tells you that roasted beans are only good for about two weeks).

    Bottom line, Kraft will sell what the mass market wants to buy; if the mass market wanted to do french press, they’d sell their own french press brewers through Gevalia and come out with “special” blends that were “optimized” for use with a french press, playing further on customer ignorance. But since the market at large is ignorant, Kraft will happily sell consumers what they want: and that’s convenient coffee for use with a convenient, automatic coffee-making device (that’s only convenient because people are too ignorant to properly maintain it). Keep in mind, the average coffee drinker is just fine with a burnt, stale cuppa from the diner, served from a pot that’s been sitting on the warmer for at least 30 minutes.