This is Coffee!: A 1961 Tribute to Our Favorite Stimulant

Water. Cof­fee. Time. It’s those three spe­cial ingre­di­ents that went into mak­ing the tra­di­tion­al cup of Amer­i­can cof­fee. In case you missed that, let me remind you: It’s water, cof­fee, and time. Don Drap­er had noth­ing to do with this 13-minute, nos­tal­gia-induc­ing infomer­cial from 1961. Rather, it’s the work of the Cof­fee Brew­ing Insti­tute, which turned the art of mak­ing cof­fee into a dis­mal sci­ence — that is, until glo­ri­ous Peet’s came around. This clip per­ma­nent­ly resides in the Prelinger Archive, and comes to us via The Atlantic.

Relat­ed Con­tent:

Every­thing You Want­ed to Know About Cof­fee in Three Min­utes

Jim Henson’s Vio­lent Wilkins Cof­fee Com­mer­cials (1957–1961)

A Rol­lick­ing French Ani­ma­tion on the Per­ils of Drink­ing a Lit­tle Too Much Cof­fee