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Starbucks Fancies Itself a 'Connector of Humans' in Its New Campaign

Starbucks' ambitious "mini-documentary" films in 28 countries.

Starbucks isn't just the place for epic barista misspellings and Pumpkin Spice mania: The coffee mega-giant is now positioning itself as the neighborhood hangout for scrapbooking clubs and charming dates. According to AdAge, its ambitious new campaign "Meet Me at Starbucks" emphasizes the positive human interactions that can occur over a cup of Starbucks coffee. The accompanying series of videos form a "mini-documentary" that ostensibly shows Starbucks patrons in 28 countries, with all film captured in the same 24-hour period. The documentary reveals that Starbucks locations often act as the site for personal reunions, band auditions, club meetings, and more.

The films, co-created by ad agency 72andSunny, are a far cry from the perception of Starbucks as a grab-and-go, get-in-and-out quickly coffee shop. And it's not the only recent ad that's emphasized the warm-and-fuzzy nature of eating: Cheerios recently launched a campaign exploring "The Cheerios Effect," which argues "we all love to connect." Watch Starbucks' take on human connection in the video above.

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