Folgers freaking out

What in the heck is going on at Folgers? Saatchi & Saatchi have launched a new campaign for them, and it's kind of a freak fest. First take a look at the commercial:

Funny, but also scary. Then there is the web site, toleratemornings.com. Lot's of downloads that are, again funny, but I'm not sure I want something on my computer from the people in the yellow suits with butterflies in their mouths. There's wake up calls that you can send to yourself or friends. They freak me out as well. Then there is the print ad.

(click to see the whole thing)

Not sure what the strategy is here except, keep them guessing and freak them out. - Paul Herring