An adorable robot tries drinking coffee in charming Lavazza ad

To live la dolce vita, the only requirement is a cup of freshly brewed coffee. That’s the premise behind a charming new campaign from Italian coffee brand Lavazza, starring Steve Carrell, John Krasinski and a sentient little robot named Luigi whose mannerisms are reminiscent of Pixar’s Wall-E. “Pleasure Makes Us Human” kicks off with a campaign film, developed in-house and supported by RDL Worldwide, that follows everyday people and our little robot hero through the fast pace of day-to-day life. Luigi’s sole purpose is to brew a fresh cup of Lavazza for employees in an office. Every day, he witnesses the reactions of pure pleasure that his human colleagues have when drinking their coffee, until he develops the secret dream of tasting it too. The only problem, of course, is that Luigi isn’t human, and a drink from a cup of coffee results in more technical errors than joy. Also read: How new coffee brand Happy is marketing the drink’s emotional benefits The heartwarming spot of a little robot who wants to be more human is a reminder that while technology advances and grows more intelligent every day, we need to remember the things that make us human, like indulging in simple pleasures. The ending of the spot teases more to come from Luigi, including added interactions with fomer “Office” co-stars Carrell and Krasinski. In addition to the spot, the two actors will star in multiple episodes of encounters with Luigi and other content that will be spread across different media channels and countries. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

An adorable robot tries drinking coffee in charming Lavazza ad

Featured Stories