“Experiment l” + “Experimnt ll” [00:40]# In these two spots, the VO asks the viewer to concentrate on a coffee bean and lump of sugar respectively, surrounded by an orange circle. If the viewers follows his instructions during the following dark screen a blue circle will appear in the mind´s eye of the viewer. After the experiment is completed – and it does work – cut to packshot. We are asked to keep this blue circle in mind the next time we´ra shopping for coffee. The blue circle is the trademark of a coffee brand of the same name.