A robot can serve a coffee, watch how others enjoy it, and even try to understand why they like it. What is even more complicated is experiencing that pleasure. Lavazza continues to build “Pleasure Makes Us Human”, its global communication platform, on this difference between humans and machines, which is now launching a new chapter starring Steve Carell and John Krasinski.
The campaign represents, according to the company, its largest advertising commitment made so far in Spain, one of the markets that it considers strategic for its growth in Europe. The activation takes place for six weeks, between September 7 and October 25, and from October 5 it incorporates this new piece as its central axis.
Bring back Luigi, the small robot that the brand presented at the beginning of this year
The approach recovers Luigi, the small robot that the brand presented at the beginning of this year and that works as the common thread of the platform. Luigi pours coffee and observes the reactions of those who try it, while trying to understand a sensation that, despite all his technology, he cannot experience in the same way.
In the new episode, Luigi shares a coffee break with Carell and Krasinski. While enjoying his cup, Carell claims to be living “the crazy life”until his companion corrects him: he actually refers to “la dolce vita.”
That exchange gives way to a tour of images of some of the most recognizable cities in Italy, using humor to connect the idea of enjoying small pleasures with the Italian origin of Lavazza.
The piece also focuses on Lavazza Qualità Oro, its 100% Arabica blend and one of the company’s most representative products. The brand thus links the creative concept of the campaign with its own history: it was Luigi Lavazza who began developing blends of different coffees in Turin at the end of the 19th century, after founding the company in 1895.
“Pleasure Makes Us Human” is based on a reflection linked to the current technological moment. And in an increasingly automated and accelerated world, enjoyment continues to be an essentially human experience. Lavazza uses Luigi to raise this idea without constructing a discourse against technology; the robot observes, learns and participates, but pleasure remains human territory.
Lavazza takes the campaign to “La Revuelta”
In Spain, the launch has an especially wide deployment. The campaign will be present on television, digital platforms, video on demand services and social networks, in addition to moving to the main points of sale in the country.
Added to this is the sponsorship of “La Revuelta”, with which Lavazza incorporates one of the entertainment television programs into the planning of the campaign and expands the presence of the platform beyond conventional advertising pieces.
“Spain is one of Lavazza’s most strategic markets in Europe, and this campaign reflects the magnitude of our ambition for the brand”explains Toni Salort, Iberia Regional Sales Manager of Lavazza Group.
The manager points out that the company will continue investing in Spain, relying on both the strength of the brand and the attractiveness of Italian coffee culture. With this new delivery, Lavazza continues to use the contrast between the capacity of machines and what still belongs to the human experience to build its global communication.
