Gevalia's Book Club Commercial

Monday, March 18, 2013

I was watching TV the other day and saw this commercial for Gevalia's (Swedish company) coffee featuring a book club! It reminded me of Velveeta's book club commercial, which Allison (The Book Wheel) posted about earlier this year. 

Gevalia's commercial compares its coffee to "losing itself in a great book". I don't like coffee that much but if it's comparison holds true, Gevalia must be some really great coffee. 

What are your thoughts on this commercial? 


  1. Ugh. I apologize in advance for having such a strong negative reaction to this commercial, but I dislike how they're using blatantly offensive stereotypes of women ("if you're a woman and you're in a book club with other women, you must be "single, desperate, and think that no one in real life can live up to Mr. Darcy!") to promote their product. I mean, come on, guys. It's the 21st century. Reading is cool, and you don't need a Brad Pitt lookalike to be happy. It's too bad I don't drink coffee, for then I'd be able to boycott this product.

  2. Yes! What is up with the fawning over Johan? And yes, he definitely does look like Brad Pitt. I don't drink coffee either and Gevalia didn't push their product well enough in this commercial.

  3. Don't care for coffee whether it be Swedish or Hawaiian. What I would like is the pattern for the beige boat neck sweater the dark haired lady is wearing (she applauds at the end). Love that sweater!

  4. bookclub participantNovember 1, 2013 at 8:59 PM

    I find this commercial totally nauseating and irritating; can't believe this got by focus groups. What an insult to women and women's book clubs. Will never buy this product.

  5. There are so many commercials out there that make me scratch my head. I'm not sure how Gevalia is particularly able to sell coffee because I'm rather turned off by this commercial.

  6. I'm a book and coffee lover, but watching seemingly intelligent women who can organize a book club drooling over a patronizing young man in a cheap suit will not sell me on this brand. Yuk!!!! I'd prefer a little white wine for these occasions anyway.


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