I don’t know why this ad ticked me off so much. Maybe it seems to embrace the notion of bad money management practices? Maybe it's the fact that there is no amount of personal responsibility or accountability?

Who does this ad speak to? The consumer who doesn't want to be punished if they spend more than they have, but still manage to scrape together $3 for a cup of coffee?

I have no doubt the message is well-targeted, but is it the right message to send? Does it really hammer home the 'less fees' message it was probably intended for?

It sort of is a "Qu'ils mangent de la brioche” comment and it didn't sit well with me.

I'm one of thousands exposed to this message, but keep this point in mind - while your message may resonate with a lot of people, make sure it's not going to irritate an equal or greater number.

I'd rather see them figure out a way to make my coffee cheaper.