The instant-coffee wars are brewing fast and furious, and Nescafe is hoping to make a splash with U.K. consumers via a new spot that pays homage to a well-known stateside attraction: the fountain show at Las Vegas' Bellagio hotel.
The spot, created by McCann Erickson, London, replaces dancing water with coffee beans, soaring into the sky to the operatic tune of "Don Pasquale." The brief from Nescafe -- which is marketed by Swiss package-foods giant Nestle -- was simple: more beans. The idea was to celebrate the added Arabica beans Nestle is putting in its instant coffee to achieve a smoother, richer taste.
McCann delivered by using some 9 million hand-selected coffee beans (more than a ton) to render the ad, apparently created sans computer graphics. View behind-the-scenes footage here: