Filled with frustration, hipsters are now crying at Hipster Hill; a typical pretentious coffee shop designed as the setting for the SEK Iced Coffee commercials. In a campaign that consists of three films, a well-dressed, cliche hipster walks into Hipster Hill and has a Hipsteria attack as he faces a series challenging situations. The only solution to his anguish is a SEK Iced Coffee.

As this generation of pretension and aloofness comes to an end, SEK positions itself as the coffee brand of the post-hipster era. With its new minimal packaging, it successfully shows that it’s catered towards anyone who enjoys coffee, free of pretension.