A simple cup of coffee means different things to different people: a quick break, a small moment to recharge, a time for ourselves, or a chance to share time with the people we love. For Italian coffee brand Lavazza, coffee is synonymous with the pleasure of a much-needed break.
In its latest campaign, the coffee brand showcases how in this increasingly tech-driven world, people’s lives are becoming more hectic and quite AI-focused, requiring a reminder of what makes us human: the ability to feel and enjoy life’s pleasures.
The brand attempts to communicate this message through a light-hearted and cheerful story. The hero of the film is Luigi, a sentient little robot that serves freshly brewed coffee. Every day, Luigi witnesses the reactions of pure pleasure his human colleagues have when drinking their Lavazza coffees, until he develops the secret dream of tasting it too.
The campaign features a witty Hollywood duo: Steve Carell and John Krasinski. The two actors bring their humour and charm to the story, interacting and having fun with Luigi in multiple episodes and content shared across multiple geographies, and across different media channels.
The international campaign has been rolled out on Lavazza MENA’s social channels, as well.
‘Pleasure Makes Us Human’ will contribute to repositioning Lavazza worldwide. A multi-asset release led by a 90-second introductory digital long format film, followed by different cuts landing on TV and social platforms.
“With the ‘Pleasure Makes Us Human’ campaign, Lavazza takes its brand communication to the next level. Our narrative explores a timely topic using poetic storytelling infused with a gentle sense of humour meant to engage, entertain, and uplift our audience. This new platform celebrates the pleasure of human experience, finding delight even in the simplest moments – like enjoying a cup of coffee. Designed to resonate with a global audience, the campaign showcases a cutting-edge animation style,” said Carlo Colpo, Marketing Communication Director and Brand Home Director of Lavazza Group.
Will a robot be successful in his attempt to feel what humans feel?
A tailor-made cover of the timeless classic “Que sera, sera” acts as a fil rouge melody throughout the whole campaign: the delightful lyrics and the renowned tune resonate with the storytelling of the main film, creating an interesting contrast with the witty and ironic tone of voice of many of the assets.
Colpo concluded, “Lavazza’s new strategic message confirms its evolution towards a truly global brand with Italian roots. This positioning is further emphasised by the featuring of two iconic artists throughout the campaign.”
