KISS' hit song "I Was Made For Loving You" is featured in the new commercial for the U.K. coffee brand Costa. In the one-minute spot, which can be seen below, dozens of men and women, including genuine Costa baristas, are seen buried up to their necks in a sea of coffee beans while singing along to the KISS track.

The campaign, created by Karmarama, is running across TV, print, digital and in-store, and will culminate in a user-generated TV ad.

An app allows Costa fans to record and upload videos of themselves singing along to the song, with the winning performances featuring in a later TV ad.

The work was created by Sam Walker and Joe De Souza, and directed by Sam Brown through Rogue. Post-production was by The Mill, while GCRS oversaw audio post-production.

With over 1390 coffee shops across the U.K. and more than 800 internationally, Costa is a global success story with a growing network of retail sites.