The Coffee Drinkers
Paul Outerbridge Jr. American
With a background in staging and an unwavering belief in the power of images to inspire a better life, Paul Outerbridge Jr. was well suited to the directorial tasks of advertising photography. For A&P Grocery’s Eight O’Clock Coffee, he orchestrated this scene in the display kitchen of a department store, painstakingly diagramming the setup in advance.
"How’d you learn to make such swell coffee, Dick?" the copy teased, when the ad ran in LIFE magazine. Such work exceeds the sum of its parts, selling more than just a jolt of caffeine. The after-dinner air of repose courts camp, conjuring an intimate blend of leisure and power. With it, Outerbridge offers the consumer the chance to be a man among men, all for the price of a can of coffee.
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