Featuring Luigi, a sentient coffee making robot.
Lavazza launched its new global brand platform from group Headquarters in Italy, Pleasure Makes Us Human, championing the true essence of the human experience.
Lavazza believes a cup of coffee is one of life’s simplest pleasures, offering a quiet moment of solace or to share quality time with loved ones.
Lavazza’s brand platform introduces the new brand icon, Luigi, a sentient coffee making robot who serves his office colleagues.
The hero video follows a day in the life of Luigi as he discovers a fascination with the pleasure people experience when drinking Lavazza coffee, leading him to try one himself against his better judgement. Finally, the audience is left to realise the joy of coffee is a distinctly human experience.
The campaign features Hollywood duo Steve Carell and John Krasinski. The two actors bring all their humor to the story, interacting with Luigi in multiple episodes and other content that will be spread across different media channels and countries.
"As home to one of the world’s most sophisticated coffee markets, Australians love to incorporate coffee into their days, however, often don’t allow themselves a moment to truly enjoy it," Lavazza Australia head of marketing Marcus Lo Russo said.
Lavazza Group marketing Communication director and brand home director Carlo Colpo said this narrative explores a timely topic using poetic storytelling infused with a gentle sense of humour meant to engage, entertain, and uplift the audience.
"This new platform celebrates the pleasure of human experience, finding delight even in the simplest moments – like enjoying a cup of coffee," Colpo said.
"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."
The Pleasure Makes Us Human brand platform is aimed at repositioning Lavazza worldwide. The campaign launch features a multi-asset release led by a 90” introductory digital long format film and social cuts.
