Lavazza Goes Global for 'The Real Italian Coffee' in Campaign from VMLY&R Italy

VMLY&R Italy has created the new global campaign for Lavazza, taking the real Italian coffee brand around the world. The campaign is currently planned for the UK, Ireland and Netherlands and in 2019 will be on air in the main European countries and Australia, then in the USA for 2020. 

The campaign is based on the new strategic platform More Than Italian, that positions Lavazza as a coffee system. Lavazza takes to the world the coffee experience in all its forms, thanks to the expertise and the pioneering spirit of the company that, for four generations, has created and developed new blends and new preparations with the quality and character of authentic Italian espresso. 

The film was directed by Ali Ali, named by GUNN Report 2015 as one of the top ten advertising directors in the world, and produced by Movie Magic Int. The music has been expressly composed by internationally renowned sound production studio 2WEI Music. 

The story starts in Italy, in a bar, and takes life from the curious question of a tourist that asks the bartender to taste the 'real Italian coffee'. The question causes an intriguing and funny ripple effect where characters from different parts of the world suggest the answer to the woman’s question. The chain closes in the café from the beginning where the bartender reveals that the true Italian coffee is Lavazza. 

The treatment of the film reflects the distinctive elements of Lavazza: a global brand that is glamorous, contemporary and ironic at the same time. It is a brand capable of offering all around the world a local product with the inimitable Italian quality and taste.