De’Longhi, the Italian kitchen and coffee electrics brand, launched its first international campaign with a cinematic-style film featuring acclaimed actor Brad Pitt and directed by Damien Chazelle.
In the campaign ad, viewers get a glimpse of a “day-in-the-life of Brad Pitt.” After purchasing coffee beans in the morning, riding around Los Angeles on his motorcycle and stopping to get gas, he arrives home to relax with a coffee.
“De’Longhi has seen extraordinary growth in recent years and the production of home coffee machines has assumed a central role in this growth,” said Massimo Garavaglia, De’Longhi Group CEO. “We believe that Brad Pitt is the perfect ambassador to tell the world about De’Longhi. He is the quintessential embodiment of the De’Longhi spirit: bold and international but at the same time, sophisticated and elegant.”
The campaign highlights the design and ease of use of De’Longhi’s new, fully automatic, bean-to-cup espresso machine, the Dinamica Plus, noted Mike Prager, president and CEO of De’Longhi Group North America.
Pitt, among many film accomplishments, won an Oscar for his supporting role in “Once Upon A Time in Hollywood.” Chazelle wrote and directed the Oscar-winning La La Land. De’Longhi enlisted a photographer Lachlan Bailey to capture images for the campaign. The film features two other Oscar winners, cinematographer Linus Sandgren and composer Justin Hurwitz, both part of the “La La Land” team.
The film’s cinematic quality, scope and “authenticity” align with De’Longhi’s mission as a family company rooted in Italian design and quality whose international growth has been based on strong entrepreneurial values, according to the company.
“Considering this significant moment in time for the brand, we’ll leverage the global campaign with Brad Pitt to support the “Espresso Made Right” platform in North America,” said Maria Colon, vice president, marketing and consumer experience for De’Longhi, North America. “To continue the brand’s momentum, we’ll support our local markets through a cross-channel marketing plan this fall, including broadcast, connected TV, out-of-home spectacular placements, PR and content integrations that will amplify across social and digital platforms.”
The global creative campaign was led by MC Saatchi Milan, with local market support through De’Longhi’s agencies in North America: PR activation by Current Global, media planning by Wavemaker and creative adaptation by The Woo.
