Coffee bags? Apparently so! Taylors are behind the new innovation that has everyone asking “why didn’t they think of them before?”

The answer is revealed in a fantastical, time-hopping montage created by Lucky Generals, where characters from across the ages find their plans to put coffee into bags thwarted by the elements, human error and various other pitfalls.

Goldstein's eccentric score matches the comedic narrative directed by Smuggler’s Randy Krallman, with the instrumentation transforming as the story behind the “coffee bag” traverses through history. An oboe underscores a Brit’s train journey in 1901, while a sitar takes the lead during the 1970s as a spaced-out hippy shares his idea with a coat stand. And the score grows in intensity from a gentle pizzicato in 1890s Brazil towards a frenzied crescendo at a busy 1990s office space at the climax.

We’ll probably all need a brew after that!