Lavazza integrates Alexa into its coffee machine

Collaboration is supported by campaign by VMLY&R

Published On
Oct 11, 2021

Editor's Pick

Too lazy to switch on your coffee machine in the morning? Now Lavazza has collaborated with Amazon to incorporate Alexa into a java maker that can be voice-activated.

The Italian brand claims its new "A Modo Mio Voicy" machine is the first mass-produced coffee maker with an Alexa-integrated system. After a launch in Italy, the products are now available in the U.K. from today and are supported by a new campaign by VMLY&R Italy. 

A TV spot directed by Ali Ali via Movie Magic moves through a series of vignettes of people ordering up their coffee in different situations from the bath, at the gym and yoga studio and more—all while discussing how they can't believe there's a "talking coffee machine."

Though the ad is a bit over-the-top, the collaboration itself is fascinating—although we do wonder if more gym and yoga are required now that you don't even have to walk over to the coffee machine. The product is not yet available in the U.S., but watch this space. 


Oct 11, 2021
Client :
Agency :
Chief Creative Officer :
Francesco Poletti
Executive Creative Director Copy :
Rafael Genu
Executive Creative Director Art :
Cristian Comand
Deputy Creative Director Art :
Francesco Sgritta
Deputy Creative Director Copy :
Davide Labò
Client Lead :
Veronica Pagani
Group Account Director :
Valeria Pedrazzini
Account Director :
Sofia Storzini
International Coordinator :
Costanza Angeletti
Head of Strategy :
Luigi Accordino
Senior Strategist :
Alessandro Grossi
TV Producer :
Sara Poltronieri
Media Agency :
Production Advisor :
The Producer International
Production Company :
Movie Magic International
Executive Producer :
Annalisa de Maria
Producer :
Alessandro M. Naboni
Film Director :
Ali Ali
Jr. Producer :
Alice Chauvain
Jr. Producer :
Camilla Sangermani
Director :
Ali Ali
Pierre Mouarkesh
Director’s producer :
Sarah Touma
1st Assistant Director :
Alessandro Trovò
Production Manager :
Alessandro D’Imperio
Set Designer :
Martin Krejzlik
Local Set Designer :
Gaia De Marinis
Local Set Designer :
Lorenzo Lazzari
Stylist :
Sara Jane
Make-Up :
Milena Digirolamo
Editor :
Neda Zag
Editor :
Gabriele Agresta
Colorist :
George Kyriacou
Colorist :
Black Kite Studios
Colorist :
Daniel Pallucca
Video post-production :
Video post-production :
Audio Post-Production :
Music :
Zwei Music
Director :
Danae Mauro
Photographer :
Mauro Parma

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