We set out to put aside the common myth that all decaf coffee tastes bad. Vida e Caffe coffee shops carry an exclusive blend of roasted Estrela beans that have a rich, sweet flavour. The ads explore the stories of working people that rely on a caffeine kick to help them through their jobs. However, on this one occasion they unknowingly drink decaf coffee instead. But because it comes from Vida, it tastes so good that they don’t realise the difference.