• by Danielle Oster , August 31, 2024

Lavazza has reunited “The Office” stars Steve Carell and John Krasinski in its “Pleasure Makes Us Human.”

The actors don't appear until the conclusion of the campaign’s 90-second hero ad, though. The focus is on a small robot named Luigi, who buzzes around an office serving coffee to its employees. Witnessing their enjoyment of the beverage gets Luigi curious to try a sip, sparking his reverie about traversing the Italian countryside. Carell and Krasinski then show up to find the robot is on the fritz, overcome by the pleasures of Lavazza, with their response suggesting it’s not the first time.

The introductory ad launched this week on Lavazza’s digital-owned platforms, including Instagram and Youtube, kicking off a a broader global brand repositioning campaign. It will air across national linear and cable TV, CTV, and paid online video ads, beginning Sept. 30, followed by a pair of ads continuing its storyline launching in mid-October. 

The "new strategic message confirms its evolution towards a truly global brand with Italian roots,” the company's marketing communication director, Carlo Colpo, said in a release. The campaign "celebrates the pleasure of human experience, finding delight even in the simplest moments – like enjoying a cup of coffee. At its heart is Luigi,  brand-new character reminiscent of early Lavazza advertising icons like Carmencita and Caballero from the 1960s Italian Carosello era.”

“Pleasure Makes Us Human” kicks off amid the 2024  US Open, for which Lavazza is the official coffee sponsor. Lavazza has a long association with the event, acting as a sponsor since 2015. The brand also continued its partnership with Jannik Sinner, the Italian tennis player currently ranked number one in the world.

As part of Lavazza’s  repositioning, it unveiled new packaging at the U.S. Open intended to “embody Italian life.” The brand also launched an immersive experiential marketing activation for the event, which included a 360-degree video installation at the US Open’s on-site booth, providing “ multi-sensory journey through iconic Italian landscapes,” and “Coffeetail Corner” serving serves espresso martinis and other cocktails.