They used to do these commercials all the time where they would go to some fancy restaurant and switch out the fancy coffee with some grocery store brand and then everybody would be impressed that they didn't know the difference. Look at the beginning of this ad, it says that everyone involved received a free meal...suggesting that things might have gone different if these were actual paying customers drinking down instant coffee...
Here's a coffee ad from the days when commercials were like little movies:
and from Jim Henson:
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