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For Lavazza, coffee is much more than a beverage—it's an art form. That's certainly the message of the brand's first North American campaign from French director Jean-Pierre Jeunet, who is known best for his film Amélie.
The 60-second spot from Y&R Italia launches today and tells the origin story of the brand's founder Luigi Lavazza. It is a part of the 120-year-old brand's plan to grow its presence in North America.
"The goal is to support a growth strategy [in North America]," said Ennio Ranaboldo, U.S.
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