Nescafe Dolce Gusto

Practical souls that they are, Americans are apt to be suspicious of a machine that looks pretty, as if its good looks indicate it must not be hardworking and functional. This spot for a stylish coffee-making machine, the Nescafe Dolce Gusto by Krups, is prudent in making sure to show that the product’s visual appeal is matched by its utility. (Created by Marcus Thomas, the spot makes fresh use of animated footage created by McCann Erickson in Brazil.) The machine looks almost endearing as we see it scooting around the screen. (Parents in the viewing audience may be reminded of the quasi-animal characters from a Richard Scarry children’s book.) But we also see it cranking out an array of coffee drinks — espresso, cappuccino, latte macchiato, you name it. This lends credence to the voiceover’s claim that the machine has “The power to make virtually any coffeehouse drink, in your house.” Coffee aficionados who’ve been disappointed by other home machines will notice that this one generates the sort fluffy creme layer one typically finds at a coffee bar (and doesn’t typically find with low-pressure home machines). Viewers will take in the point that this machine, chic though it is, won’t just sit on a kitchen counter looking good. –Mark Dolliver