Maxwell House Ad by Wieden + Kennedy

Wieden + Kennedy has come out with yet another great ad, this time it's an average guy talking about how Maxwell House coffee is just 'good'.  In an era that is over saturated with superlatives - "awesome," "incredible," "amazing"- it's rather underwhelming to hear a product be described as just "good".  However this ad differentiates itself and makes "good" seem well... desirable.  While it is a risky move admitting that your product isn't top of the line, I think the producers did a great job injecting some humor into the ad to quell that possible negative perception.