Good Morning Silicon Valley's John Paczkowski described this commercial as "Frank doesn't know it yet, but we've replaced his regular Folgers crystals with enough Peyote to dose a team of Clydesdales ..." which is pretty close. This is the most seriously bizarre (yes, the butterflies are coming out of his mouth, to his surprise and delight) commercial that wasn't a spoof that I have ever seen. Their TolerateMornings website (Flash) includes links to Procter and Gamble, and John links to a design site that credits the ad agency Saatchi & Saatchi, so it seems real, but real strange.
I'd really love to have heard the pitch to the client for this one: "OK, so these people are just waking up, or hungover, or whatever, and they have these intrusive encounters with this crowd of obnoxiously-happy glowing yellow people who emerge from the sunrise singing this bouncy Happy Morning song, but once the sleepyheads have their Folger's it's cool, they even start singing along!"
If you've ever wanted a morning person to understand what it's like for those of us who wake up slowly, this will do it.
You can see the commercial in Quicktime at 'boardsmag or in Flash at P&G's TolerateMornings.com. All the images are copyright P&G, of course.