Coffee used to be simple. Now it’s not. Droga5 London and Philips take a humorous swipe at modern coffee culture with its mountains of pods, odd “milks”, overly complicated machines and general pretentiousness to launch Philips’ new espresso machine, the Baristina. The campaign asks coffee drinkers to Join the new coffee movement, where you can finally have a real espresso at home, without any of the nonsense that comes with it.
This new machine is the first to offer proper portioned espresso, made from fresh beans with this level of ease. No more pods. No more feeling like you need to be a trained barista to get a good cup of coffee at home. To position it as the step-change in coffee that it is, the team wanted to take a bold approach that sets it apart from the category.
The 30-second hero commercial, directed by Filip Nilsson via Object and Animal, juxtaposes the beautiful simplicity of the Baristina with the chaos of modern coffee culture, taking the viewer on a rollercoaster ride through some of the countless ‘coffee movements’ that have caught on over the last few years, highlighting just how complicated coffee has become. It builds up in ridiculousness right up until “the new coffee movement” is introduced. Thankfully, it couldn’t be simpler, just a single swipe to make a real espresso with the new Philips Baristina.
“This product speaks for itself – genuinely amazing barista style coffee that doesn’t require a science degree,” stated Shelley Smoler, CCO at Droga5 London. “Except it doesn’t literally speak for itself, so we put some words to it. Great coffee has been democratised and is finally available to one and all.”
Marloes Laan, CMO, Versuni, commented, “Philips Baristina is here to shake up the coffee world, starting a new movement that celebrates quality, innovation, and the joy of a perfect cup with a simple swipe. This category-disrupting machine is a testament to our commitment to build Versuni into a world-class, consumer-first, brand-led home appliance leader.”
The campaign launched this week in France, followed by selected markets around the world throughout 2024.
Credits:
Client: Philips
CMO at Versuni: Marloes Laan
Agency: Droga5 London
CCO: Shelley Smoller
Group Creative Director: Matt Hubbard
Creatives: Connor Hamill, Cameron Turner-Lowe
Group Account Director: Josh Morgan
Account Director: Gabi Dwek
CSO: Damien Le Castrec
Strategy Director: Tamara Charles
Senior Strategist: Eloise Sykes
Strategist: Sanaa Choudhry
Designer: Liz Bizoux
Agency Head of Production: Peter Montgomery
Agency Producer: Joe Pawsey
Production Company: Object & Animal
Director: Filip Nilsson
Executive Producer: Dom Thomas
Producer: Alex Chamberlain
Head of Production: Laura Hegarty
DoP: Jakob Ihre
Edit House: Final Cut
Editor: Sam Bould
Assistant Editor: Ruby Browne
Edit Producer: Nikki Porter
Post Production: Electric Theatre Collective
VFX Supervision: Studio Fyr
Colourist: Andi Chu
Executive Producer: Vic Lovejoy
Producer: Emma Hughes
Audio Post Production: String and Tins
Sound Design & Mix: Lawrence Kendrick
Audio Producer: Ellie Hook
