Green Mountain Coffee Roasters tells, in a new commercial, the story of Green Mountain Coffee Roasters Dark Magic.

“This is the story of Green Mountain Coffee Roasters Dark Magic told in the time it takes to brew your cup.”, the voiceover says at the beginning of the 30-second spot, which takes viewers on a journey through the history of the specialty coffee and coffeemaker brand. The first “stop” is in Vermont, at the company’s coffee shop, where Dave recalls the day he came up with the idea of blending rich flavors of Uganda, Sumatra, Colombia and other parts of South America, like the mountains he got to admire from the top of another mountain, to create Dark Magic dark roast coffee.

The commercial ends with the voiceover highlighting that all these flavors and elements, each amazing on their own, are amazing together and saying the brand’s tagline, “Packed with Goodness”.

In a series of previous ads, the brand took viewers to Sumatra to tell them the story of Green Mountain Coffee Roasters Sumatra Reserve and to La Plata, Columbia, to tell them the story of Green Mountain Coffee and Fair Trade.