The ad is trageted toward the average 9-5 office worker, who is stuck in their cubical all day. Most of these office workers depend on coffee to get them through the day. Instead of wasting time running to and from the office coffee pot, full of mediocre coffee that was made hours ago, you can have your own personal fresh cup of joe when ever you want. Not only does this save time but it conveniently gives you an overall better cup of coffee at your own schedule. The background is a coffee bag, which shows more of an authenticity than a plastic container would. The headline is also very personal and directly talks to the consumer.