Carte Noire is aiming to inject sex appeal into coffee breaks using actors including The Wire's Dominic West to read steamy excerpts from novels such as Pride & Prejudice in Jackanory-style online video clips.
The campaign, perhaps designed as the thinking woman's equivalent of the Diet Coke break hunk, aims to give women a diversion when they want some "me-time" over a cup of coffee.
Kraft-owned Carte Noire has signed up West, Cranford actor Greg Wise and Dan Stevens, whose credits include Sense and Sensibility, in a series of online videos reading romance scenes from 30 classic titles.
Watch and listen to Dominic West (300 and The Wire) read the proposal scene from Pride and Prejudice. A late birthday present for me, as it was posted on my birthday. It could almost make a girl switch to coffee from tea!
There are eight coffee break readings so far.