• by Fern Siegel , 11 hours ago

Philadelphia has hard-core fans. And that’s the premise behind La Colombe’s new brand platform: “Must Be The Coffee.” The voiceover is a Philly native convinced the U.S. team is going to win the World Cup. “Come on man, we're from Philly. We are insane! We don’t just root for the dark horse. We bleed for them.”

The creative, by Uncommon, is directed by Leigh Powis. Shot in the City of Brotherly Love, where La Colombe was born, the ad drills down into the city’s sports fanaticism and real culture.

The youth soccer players are members of Salone FC, a local team supported by La Colombe. The women in the spot include Philadelphia Eagles cheerleaders, while the café scenes are populated by La Colombe baristas.

The spot runs on Fox and Telemundo during the World Cup matches, as well as social media and various pop-ups and activations.

“We want to believe in long shots,” the Philly guy adds. “What gets us out of bed every morning? It must be the coffee.”

Uncommon is a global creative studio based in New York, London and Stockholm.