New Chock ads; Photo: NY Times

Chock Full O' Nuts is launching a new advertising campaign that shows its New York City roots in the age of Starbucks. The "original" coffee retail brand in the city, Chock Full O' Nuts' new work draws upon real New Yorkers to communicate its position as "a strong, flavorful coffee for a distinctive place."

Gothamist understands the strategy, and while it's pretty cool, it definitely looks like these waitresses, "Chock Full O' Character," are really tired; we need to know that our coffee will make us crazy and wired. The jury is out until more advertising breaks.