Excuse me for smiling at the word, Espressotoria. It’s the name of Vittoria Food & Beverage’s coffee capsule system. Espressotoria has a brand ambassador, George Calombaris.

So, please excuse me for smiling, too, at the irony that the campaign for Espressotoria makes use of the satire inherent in the Bondi Hipsters to pit the hipster-barista trend against Vittoria’s coffee capsule system.

Dare I suggest, trend vs trend?

There are three 30 second ads in the campaign. And, of course they are amusing. The Bondi Hipsters (Christiaan Van Vuuren and Nick Boshier) are intentionally amusing. Calombaris is unintentionally amusing. The campaign also gets its message across – that premium coffee should be easy to obtain and accessible to everyone…and is both, via Vittoria. That’s an all round win for the brand, is it not?

Vittoria Food & Beverage managing director, Rolando Schirato, commented,

“We take coffee seriously but we wanted to have some fun with the guys, who took on the persona flawlessly. The campaign is a nice reminder that making great coffee doesn’t have to be difficult or overly complicated.”

“Australians are some of the most discerning coffee drinkers in the world and there’s a real demand for quality coffee. Cafes and restaurants serve great coffee so why not try to replicate that same quality at home or in the office? Premium coffee should be easily accessible to more Australians, especially in a market like ours where instant coffee is still the most common way to consume coffee at home,”

And here are the three spots: