A new love affair is brewing at Tims

Move over Pam and Tommy. Outta the way, Pam and Jim. Pam and Justin are the new “it” couple.

At least it seems that way after pop superstar Justin Bieber casually proclaims his love for Pam (yep, just Pam), the devoted Tim Hortons product developer we first met last year to help introduce Timbiebs, in new spot promoting the coffee chain’s French vanilla-flavoured cold brew coffee, Biebs Brew.

Developed by Gut Toronto, the spot opens on Bieber stoically waiting in a darkened room for the first batch of Biebs Brew.

Pam happens by and informs the Bieb he’ll have to wait 16 hours for the coffee to steep. He’s insistent that he be the first to try his namesake product, so he settles in for a long night’s sleep (fortunately, he has a travel pillow at hand).

The two then exchange pleasantries before Bieber casually says “Love you.” Pam, who is clearly smitten with the singer, responds “I love you too… I’m glad you said it first.”

Pam is played by actress Eileen O’Connell, a self-described “huge” Bieber fan whose previous commercial credits include a 2013 ad for Nintendo Wii U, and a role alongside NFL star J.J. Watt (who, on a somewhat related note, was recently embroiled in a minor doughnut “scandal”) in a 2014 spot for Verizon.

In a Q&A on the Tim Hortons site, O’Connell said that she envisioned Pam as someone “extraordinarily dedicated, committed and passionate about her job,” and to creating the world’s best food and drink products. “Pam will go to the ends of the earth for Tims and will do it with enthusiasm, intensity and scientific precision!” she said.

The campaign soft-launched in mid-May with a social tease driving Tim Hortons fans to a dedicated microsite, ItsWorthTheWait.ca, supported by out-of-home, radio and digital. Media buying was overseen by Media.Monks and Horizon, with Craft Public Relations for PR and The French Shop for Quebec ad support.

Chris Powell