“Pleasure Makes Us Human”: the new global campaign for the Lavazza brand

A cup of coffee: a short break, a moment of pleasure, alone or in company. Since 1895, with our Lavazza brand, we’ve been turning the pleasure of coffee into a unique experience. That’s why in an era when science and technology are driving us towards ever more automated and virtual horizons, we’ve reminded everyone that what makes us human is precisely our ability to experience and express pleasure. “Pleasure Makes Us Human”, Lavazza’s new global campaign, celebrates the essence of human experience through a light, cheerful and sometimes emotional story.

The story

Luigi, a small sentient robot, has a special task: serving Lavazza coffee to his human colleagues. Every day, looking at their expressions of pure pleasure after the first sip, he nurtures a secret desire: to experience that same feeling himself. The other two protagonists of the film are Hollywood stars Steve Carell and John Krasinski: the two actors enjoy a delicious Lavazza coffee break with Luigi, interacting and joking with the robot in a series of episodes and content distributed through a range of media channels in various countries.

The song ‘Que serà serà’, which has been reinterpreted so many times over the years that it now forms part of our collective imagination, provides the soundtrack for viewers watching the film, with its delicate melody and tender lyrics.

The evolution of the global Lavazza brand

“Lavazza communicates a new strategic message that confirms its evolution into a genuinely global brand, but with strong Italian roots: the “Pleasure Makes Us Human” campaign is another step forward in the evolution of our brand as part of an internationalisation process that we embarked on some time ago”, explained Carlo Colpo, our Group’s Marketing Communication Director and Brand Home Director.