Having watched it again, in the very begining there's a young couple who I guess are supposed to be "hipsters" (maybe they're about 20yrs old) watching a slightly older lady ( maybe she's 35-ish ) fill her cart with Folgers. So maybe the idea is that it's "rebellious" to buy this old standard coffee rather than some fancy Starbucks drink. But if that's the case, they could have done a better job of communicating it. The rest of the commercial is factory guys, people in the diner. old lady in her work shop, somebody in her car, New Orleans marching band...it could have been any Folgers commercial from the last 40 years.