Italian coffee brand Lavazza has unveiled its latest campaign titled "Pleasure Makes Us Human," featuring a reunion from two "The Office" stars alongside a new mascot.
A new hero spot introduces Luigi, an adorable coffee-making robot who falls in love with coffee as he serves it to people at his office.
The in-house campaign also stars the iconic comedic duo of John Krasinski and Steve Carell, who appears with the robot in multiple spots and content set to roll out across different media channels globally.
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According to Lavazza Group Marketing Communication Director and Home Director Carlo Colpo, the new platform aims to evolve the brand into a global presence with distinctly Italian roots.
He emphasized the advert's gentle sense of humor and poetic nature, meant to remind the audience to celebrate the pleasure of life's simplest moments.
The latest effort is one of the biggest campaigns yet to come from Lavazza, signaling a pivot in its overall brand marketing strategy.
Through "Pleasure Makes Us Human," the brand stands out from its competitors — complete with a memorable spot, a new mascot, and appearances from popular actors.
Luigi Loves Lavazza
The heartwarming new spot opens from the point of view of Luigi as he rolls through a busy office.
Maneuvering past desks and busy feet, the little guy goes about his daily task of serving cups of espresso to the office employees.
Feeling a sense of longing as he glances at their happy faces, he gets the idea to try some coffee for himself.
Later that night, when the office is empty, the robot decides to make himself a cup.
Anticipation swells as he finally takes the tiniest of sips, causing him to imagine a life of countryside car rides and trips to the beach as he short-circuits.
The robot malfunctions, and sparks fly out of his body before he collapses onto the ground. The campaign slogan, "Pleasure Makes Us Human," flashes on the screen, seemingly ending the film.
Afterwards, Carell and Krasinski finally make their appearance in a small cameo as they reboot the robot in exasperation, implying that this isn't the first time.
Last month, fellow "The Office" alumni Creed Brattonstarred in a hilarious campaign for Skittles.
