Solo Coffee’s unhinged new ad rips up the coffee playbook

Solo Coffee isn’t here for your oat-milk-foam heart art.

The cult caffeine brand, known for its punchy concentrates and “coffee for degenerates” ethos, has dropped a new lo-fi ad campaign that rips up the coffee aesthetic playbook.

Made with viral YouTuber Josh Pieters’ Goon Squad, and landing alongside its listing in Tesco, the 90-second spot quickly moves from casual brunch chat to a severed head in a jar.

It’s part of Solo’s mission to parody and disrupt the beige playbook of mainstream coffee.

Theo Garcia, Solo co-founder  said “We wanted to dramatise the feeling Solo gives you – that sharp, focused hit where everything feels possible. That feeling of unbothered chaos that comes from the main character in the film is the energy we’re channelling. This isn’t coffee for lazy Sundays. It’s for people who want to take the day by the throat.”

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