With End of Quarantine in Sight, Nescafé Crafts a ‘Good Morning’ Message to the World

New campaign aims to capture a sense of a new beginning

Headshot of Sara Spary

Nescafé has harnessed the spirit of optimism being felt by countries around the globe that are beginning to emerge out of quarantine, with the most restrictive lockdown measures being eased.

While the coronavirus crisis continues to ravage much of the world, many countries are moving toward resuming something like normal life after months of quarantine. The instant coffee brand captures this sense of a new beginning with its latest ad, called “Good Morning.”

Created by Publicis Worldwide’s Paris and Milan offices, the spot focuses on the role a cup of coffee plays in the ritual of waking up and welcoming the day, including greeting family and colleagues.

For many, drinking a cup of coffee and saying “good morning” to others is “a universal moment in our everyday lives,” the agency said in a statement about the campaign. And as it’s a greeting many have not been able to say with meaning since the crisis first hit, it’s something to celebrate as many of us prepare to transition to a new kind of normal.

Creative agency: Publicis Worldwide (Paris and Milan)
Global chief creative officer: Bruno Bertelli
Global creative director: Davide Boscacci
Executive creative director: Hugo Gallardo
Associate creative director/head of copy: Jen Smith
Associate creative director/art director: Gustavo Lacerda
General manager: Dennis DeYonker
Business director: Arnaud Tillon
Client service director: Prigent Guiganton
Senior strategic planner: Daniel Groh
Head of production: Francesca Zazzera
Production company: Prodigious Italy
Producer: Sanam Bartoletti
Music production: Yessian, Music Sound Design
Music artist: Bright Eyes
Song: First Day of My Life.

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@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.