Amélie Director Jean-Pierre Jeunet Introduces Lavazza to North America

Bringing magical realism to coffee

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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. CEO of Lavazza. "In order to do that we need also to establish with this first episode some strong statement. We wanted it to be seminal, to be the beginning of a story." 

Jeunet's signature style of quirk is all over the ad and, like Amélie, it is endearing. 

"The specialty coffee market is growing," said Ranaboldo. "[We want to be a] primary player in the specialty coffee arena in the U.S. and in Canada. We expect this to become the second-most important market outside of Italy in the next three to five years and during that same timeline to reasonably expect to double the size of our business." 

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.