Lavazza uses a robot to remind us what it means to be human

Obviously in light of AI and technological advancements, the fear of robots taking over the world becomes more real every day.

We’ve all seen iRobot, and Terminator, and the Matrix. So this is not a new concept. It’s just the fact that with each new breakthrough, the whole thing becomes more and more realistic.

And that scares the living sh*t out of me.

But, if said robots look anything like Luigi, Lavazza’s new brand icon, I think I’ll cope.

Pleasure Makes Us Human is the charming new global brand campaign from the coffee company. And it centres around an ad that shines a light on the little things that make us feel oh-so-human.

Lavazza believes a cup of coffee is one of life’s simplest pleasures, and the only thing needed to live la dolce vita.

And that’s the premise behind the Wall-E-esque campaign film. It follows everyday people and our sweet little guy, Luigi, through the expeditious pace of day-to-day life.

Luigi’s sole purpose is to brew coffee for employees in an office. He watches, every day, as his human colleagues react with pure pleasure as they sip their beloved coffee. Luigi develops a secret dream of one day tasting it, too, so he decides to try it.

However, Luigi is a robot, not a human. As the little android takes his first sip, the liquid makes him start sparking, sending him straight to the afterlife. Luckily for Luigi, it’s a blissful one, where he’s able to enjoy coffee in Italy with his work friends for eternity. Surprisingly, the ad ends with a cameo from The Office stars Steve Carell and John Krasinski (what more could you want?).

But more than just a cute idea, there’s a clever insight behind this ad.

Many of the little day-to-day things we take for granted are our truest, simplest delights. They're an integral part of the human experience.

The ability to feel and express these simple pleasures--a sigh of contentment from the first sip of a coffee, a smile at the warmth of it in your hands--that’s what it’s all about.

Regarding the campaign, Lavazza says, 'We believe that a cup of coffee is much more than a beverage: it’s a moment to recharge, to share with loved ones. It’s synonymous with pleasure.'

The 1:25 spot is poetic, sweet, and an example of a perfect piece of creative storytelling. It's infused with a gentle sense of humour made to engage, entertain, and uplift the audience. The trifecta of a memorable ad.

The ending of the spot hints that there is more to come from Luigi, including interactions with everyone's fave The Office co-stars, Carell and Krasinski.

In addition to the spot, the two actors will star in multiple episodes of encounters with Luigi. Lavazza has also planned other content that will appear across different media channels and countries.

Why this campaign works so well:

It humanises technology. As I said, everyone’s scared of AI right now. Despite the product having nothing to do with this technology, the campaign highlights the emotional and sensory experiences that make us human.

Lavazza made it funny. Infusing a narrative with relatable emotions and light-hearted moments, Lavazza creates a beautiful little piece of creative here. Let's face it, humour will always be a powerful tool in advertising.

The campaign spans media channels. Lavazza plans to integrate Luigi into future content with Carell and Krasinski. This is the perfect example of extending a campaign beyond a single ad and telling a story the audience wants to see unfold.

-Sophie, Writer