A simple cup of coffee means many things to each of us: a quick break, a small moment to recharge, a time for ourselves, or a chance to share with the people we love. For Lavazza, the most iconic Italian coffee brand, which has been dedicated to elevating and redefining this beverage since 1895, coffee is undeniably synonymous with the pleasure of a delightful break.
In today’s fast-paced world, there’s no better time to talk about pleasure. Our lives are becoming more hectic every day, and we constantly hear about the incredible advancements in AI. While technology evolves to support us, it’s important to remember what makes us uniquely human: the ability to feel and enjoy life’s pleasures.
This is where Lavazza steps in, celebrating the essence of human experience. The brand achieves this goal with a light-hearted, cheerful, and moving story that hits all the right notes.
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. Will a robot be successful in his attempt to feel what humans feel?
The campaign features the wittiest Hollywood duo: Steve Carell and John Krasinski. The two actors bring all their humor and charm to the story, interacting and having fun with Luigi in multiple episodes and other contents that will be spread across different media channels and countries.
“Today, Lavazza unveils a new strategic message that 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,” states Carlo Colpo, Marketing Communication Director and Brand Home Director of Lavazza Group. “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 humor 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. At its heart is Luigi, a brand-new character reminiscent of early Lavazza advertising icons like Carmencita and Caballero from the 1960s Italian Carosello era”.
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.
‘Pleasure Makes Us Human’ will contribute to repositioning Lavazza worldwide. A multi asset release led by a 90” introductory digital long format film, followed by different cuts landing on TV and social platforms.
The campaign is visible on Lavazza’s YouTube channel (Lavazza – Pleasure makes us human. (youtube.com).
