I like coffee. It is fine stuff. Coffee is powerful, and not just because of the caffeine.
Lavazza know this!
If alcohol is the social lubricant to get the party started, then coffee is the fuel of the nation to help power you on in any situation. The lyrics in ‘Ode To Coffee’ capture this more than perfectly.
Or maybe Lavazza are going for that brand positioning strategy where they make their consumers feel that their product should be omnipresent in all that they do.
The inspired choice of song covermercialised is ‘My Girl’ by The Temptations from 1964. Smokey Robinson and Ronald White penned the all-time classic. When approached about licensing for this advert, Smokey insisted on sampling the brand, in person, at its home in Turin. It turns out that Smokey is quite a coffee connoisseur and would only endorse the product if it met his high standards. In fact, George Clooney is said to have consulted with the legendary songwriter before signing with Nespresso. Luckily, Lavazza made the grade as the barista used the ‘left-handed, reverse clock-wise, stirring method’ that Robinson favours, and he was immediately won over.
Lavazza – ‘Ode To Coffee’
The Temptations – ‘My Girl’