McDonald’s has haunched a new ad campaign, created in collaboration with We Are Unlimited and DDB Chicago, titled “Nothing Comes Before Coffee”, to announce the addition of a whole new line of espresso drinks at McCafé.

One of the spots features a man at the gym, trying to perform a bench press exercise. Needing his personal trainer’s assistance to help him with the barbell, he begins to ask for it, but in vain. “A little help. I need help, dude. Brad, Brad, are you watching?” – he asks, becoming more and more desperate (judging by his voice). As the filming angle changes, viewers get to see that the man’s personal trainer is drinking coffee, making a sign with his index finger as if it won’t take any long.

“Nothing comes before coffee.” – the voiceover says at the end of the spot, while the “protagonist” reveals he’s claustrofobic and begins asking his trainer if he’s mad at him. The new McCafé Menu has café-quality espresso drinks to keep you going, including lattes, mochas, cappuccinos, and macchiatos. The fast-food restaurant chain also informs that, for a limited time, you can get your favorite small McCafé beverage for just $2, a la carte only, at participating McDonald’s, without the possibility to combine this with any other offer or any combo meal.