"Havas Worldwide New York launched a new spot for Keurig, highlighting the brand’s partnership with Hugh Jackman's Laughing Man coffee company.

Jackman tells the origin story of Laughing Man, the company he launched "to bring distinctive products to market while supporting individual producers and the growth of local communities" in the 60-second spot, "The Cup Half Full." He explains how the company emerged after he and his wife met an Ethiopian coffee grower while traveling to the country and promised to help, before announcing that the coffee is now available in bastardized K-Cup form. The company donates all its profits to charity, so the partnership with Keurig could actually help spread some good, thus the focus on the product as "a cup of pure optimism."

Given his enthusiasm for the endeavor, Jackman was quick to agree to appear in the series of ads. "Before we even had to ask, they said Hugh Jackman was on board," Tim Maleeny, chief strategy officer at Havas, New York, told Adweek.

"This is really a marriage of three brands," explained Havas account manager Laure Ayel. “It’s Hugh Jackman himself, Keurig and a virtually unknown brand in Laughing Man.”

As Adweek points out, the feel-good effort is a calculated move for Keurig, designed to steer the conversation away from the environmental impact of its disposable products. For Laughing Man, the partnership is a mixed bag, undoubtedly allowing the company to generate more revenue that will ultimately go toward charitable purposes while also muddying its idealistic business model with Keurig’s environmentally detrimental practices. The product, currently only available online, is slated for a retail release in the fall, accompanied by a larger media buy."

"One Last Time," the actor announced on his Tumblr a little while back, signifying that December 2017's Wolverine 3 will be his last go-round as the taciturn ronin with the unbreakable claws and unstoppable healing ability, or as the comics call him, "Ol' Canuckle-Head." He later confirmed:

It just felt like it was the right time to do it. And let's be honest, 17 years. I never thought in a million years it would last, so I'm so grateful to the fans for the opportunity of playing it. … I kind of have in my head what we're going to do in this last one. It just feels like this is the perfect way to go out.

It's up in the air whether he'll show up in the Deadpool or X-Men: Apocalypse films, which have prior release dates and would certainly be tastier with at least a little spread of Jackman on their crackers. But even if he doesn't, Hugh will have starred in five X-Men movies (1, 2, 3, First Class as a cameo and Days of Future Past) and three Wolverine films (X-Men Origins: Wolverine, The Wolverine and we don't know yet, maybe Wolverine III or WolverIIIne?), a pretty impressive average of approximately one film every two years.

Here are ten reasons to get a bit misty about the thought that it's all coming to an end soon."

""At one point, you're right, I said I was pretty sure. But I'm less sure as it goes along. Because after seeing this movie, the whole thing feels fresher to me than ever. And during this movie ... I don't want to spoil anything, but it's kind of like a clean slate, so who knows where it's going to go. As long as I have the passion for it, and the fans will have me."