And an idea from some young creatives at Ogilvy Toronto is what set them all in motion.

The new 'Brew Some Hope' commercial cost only $19,000 rather than an average TV ad cost of $245,000. It starts with the visual of a simple steaming cup of coffee, and words that ask, since the commercial cost only a fraction of what was budgeted, what should be done with the remainder of the TV budget.

Kraft is using Brew Some Good to spark what it hopes will result in random acts of kindness. Experts generally agree that if you experience an act of kindness, you are more likely to do something nice for someone else.

Last week, Toronto commuters passing through the Eglinton subway station were treated to a performance by Chantal Kreviazuk. Kreviazuk's hour-long performance highlighted a $100,000 donation by Maxwell House to Habitat for Humanity Canada. And the first 10,000 riders through the turnstiles were to be given a free ride courtesy of Kraft. They, in turn, are supposed to thus feel inclined to start a wave of do-goodness.

In Montreal, Maxwell House Coffee has named April 2 as a day to 'Brew Some Good!'

As millions of Canadians wake-up to a new cup of Maxwell House - reformulated away from robusta beans to the richer arabica for a smoother taste - the brand will conduct random acts of kindness to start a wave by an expected 5,000 'do-gooders' in Montreal. At Complexe Desjardins, commuters will be treated to free metro tickets and coffee, while the Pascale Picard Band will be busking for Habitat for Humanity Canada.

When the commercials air, viewers will be invited to nominate a good cause online. Two 30-second spots will follow the initial awareness ad, one keyed to the Mira Foundation, a Quebec organization that trains guide and service dogs for the disabled, and one keyed to a music program for children in a disadvantaged Toronto community. Each has received $10,000 from Maxwell House.

Maxwell House is looking to support up to 20 organizations, says Bill VandenBygaart, vice-president of beverages for Kraft Canada. He says that the company jumped at the concept of donating the difference between the budgeted commercial costs and the actual costs.

The Brew Some Good commercial is specifically crafted to appear slightly unpolished and the soundtrack was recorded and re-recorded several times to sound as though it been done in a single take.