De’Longh continues its Perfetto philosophy with a new cinematic collaboration starring Brad Pitt and directed by Taika Waititi. The campaign film celebrates the pleasure of making great coffee at home and showcases two of De’Longhi’s most innovative machines, Eletta Explore and Rivelia. Both machines are designed for coffee lovers who want consistent café-quality drinks at home, from a warm cappuccino to refreshing iced coffee.
“To bring this to life, we reimagined the dry, functional “instructions for use” of a coffee machine as a cinematic tribute to the coffee ritual. Directed by Academy Award-winner Taika Waititi in his debut collaboration with Brad Pitt, the campaign infuses the everyday coffee moment with humor, warmth, and “Perfetto chemistry”. The key message is that great coffee isn’t just a drink; it is a mindful, intentional moment that elevates daily life,” says Aparna Sundaresh, Global Chief Marketing Officer at De’Longhi Group.
De’Longhi’s Perfetto 3.0 campaign is being activated throughout the Middle East region through a mix of digital, social, influencer collaborations, and in-store visibility, complementing the global launch across TV, digital, and social channels. The Middle East team has also introduced tactical, locally relevant initiatives to amplify engagement.
Brad Pitt: Perfetto in Motion
In the film ‘The Perfetto Instruction for Use’, Brad Pitt demonstrates the coffee ritual with playful guidance, showing how every detail contributes to the perfect cup.
The campaign engages the audience by leveraging the undeniable chemistry between Pitt and Waititi. By moving away from typical sterile appliance advertising and using a humorous, cinematic “instructions for use” format, it made the content instantly entertaining and relatable. Regional macro-influencers also strengthened relevance and helped the campaign cut through, particularly among younger audiences.
“Taika brought the humour, De’Longhi brought the ritual. Together, that was Perfetto,” says Brad Pitt. The cinematic experience highlights not only the mechanics of coffee making but also the sensory and joyful moments that define Perfetto.
Sundaresh says, “At De’Longhi, we aim to add a little more to everything we do — passion, energy and craft. The Eletta Explore and Rivelia showcase our commitment to design and technology, while this collaboration with Brad Pitt and Taika Waititi captures the humour, joy and artistry at the heart of every Perfetto moment.”
Across the Middle East, De’Longhi has rolled out a targeted digital and social media push echoing the global message, “It’s not just perfect, it’s Perfetto.” This includes teasers, key video assets featuring Brad Pitt, and localised content encouraging consumers to share their own #Perfetto moments.
A standout element has been a high-engagement social competition inviting audiences to recreate Brad Pitt’s iconic “Perfetto” line in their best Italian accent. Running for two weeks, the contest drew over 200 entries and contributed to strong performance overall: since launch on October 20, the campaign has generated more than 3 million views and reached 98,000+ users on Instagram alone within the first month.
What’s the difference between perfect and Perfetto?
De’Longhi aimed to inspire the world with its credo, “It’s not just perfect, it’s Perfetto.” Simply put, Perfetto is the art of going beyond perfect, Italian style. Perfetto is a state of mind and a way of living.
Perfetto is De’Longhi’s way of expressing how great coffee should feel: simple, enjoyable, and made to personal taste. The campaign highlights how Eletta Explore brings variety through over 50 hot and cold one-touch recipes – including favourites such as latte, cappuccino, and cold brew – while Rivelia offers a more personalised experience with its innovative Bean Switch System, allowing coffee lovers to explore different beans and flavours at home.
“The campaign specifically aims to inject cultural relevance into the brand. We want to shift the perception of De’Longhi from a global leader in the manufacturing of appliances to a curator of the “Italian coffee lifestyle. Psychographically, we are targeting “mindful” coffee lovers who view coffee not just as a caffeine fix, but as a ritual. These are consumers who appreciate the “Italian passion” for life and are drawn to the blend of high-end craft and authentic humor. The campaign speaks equally to existing users and newcomers by demystifying bean-to-cup machines through a relatable, human-centric lens,” says Sundaresh.
He adds, “Beyond immediate sales, the goal is to deepen engagement by inviting coffee lovers globally to share their own #Perfetto moments – proving that the best instructions aren’t written, they’re felt. Ultimately, we are building a long-lasting brand idea that blends craft, humor, and coffee to strengthen emotional loyalty.”
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Together, they help coffee enthusiasts enjoy consistently high-quality drinks with ease and creativity. The campaign will run globally across broadcast, digital and social platforms, encouraging coffee lovers to share their own #PerfettoMoments and experience how a simple ritual can transform an ordinary cup into something extraordinary.
In the Middle East market, the rollout in the UAE was activated through digital, social, and influencer marketing, supported by Jashanmal, its key distributor in the market. This included co-branded buses and bus-station wraps across Dubai, extending the campaign’s visibility through OOH.
In KSA, the campaign is live across digital and social platforms, with content spotlighting the hero machines and the Perfetto philosophy. In Qatar, the rollout includes digital and social media, with influencer marketing planned to go live shortly.
Across all regional distributors, in-store communication is being updated to reflect the new Perfetto 3.0 campaign, ensuring a consistent consumer experience from awareness to point of purchase.
The Perfetto campaign early feedback
“We evaluated the campaign using core metrics such as reach, engagement, video completion rates, and sentiment across social platforms. We also tracked traffic to De’Longhi’s product pages and overall conversation volume around the Perfetto campaign,” says Sundaresh.
Early feedback has shown strong engagement across social platforms, with positive comments about the humour, the tone, and the Italian references. Many viewers highlighted that the concept felt refreshingly simple and authentic compared to typical coffee-machine advertising.
Key results showed strong organic reach driven by the campaign film, influencer amplification, and audience shares. We also saw increased interest in bean-to-cup machines, reflected in uplifted search activity and click-throughs to product pages throughout the campaign period.
Validating De’Longhi’s goal to “inspire the world” with the Italian coffee lifestyle, the high engagement rates confirmed that our shift toward a “warm, cultural, and humorous” tone successfully cut through the noise.
