The radio spot opens on a sparse, thought-provoking chime track. We hear a voiceover say: “It’s unfair that atheists will never know if their beliefs hold true. If they’re right, they will simply cease to exist having never acquired the satisfaction of knowing they’re right.” The voiceover keeps talking as we hear growing sounds of burning fire and people screaming in pain: “If they’re wrong they’ll be drowning in a sea of fire and pain, while demons stab them in the face with pitchforks, forever.”

We hard cut to a happy guitar tune and a cascade of coffee beans. The voiceover: “But Moyee FairChain Coffee is fairer than that. It leaves 50% more of its proceeds in the hands of local coffee growers. And it’s delicious.”