De’Longhi, world leader in the field of coffee machines for home use, has just launched its first international campaign, starring the recently Oscar-winning Brad Pitt.
It is necessary to explain to few and especially to few who Brad Pitt is, one of the most charismatic actors of the last thirty years, and who has just won his first Oscar for his superb performance in Quentin Tarantino’s latest film, ” Once Upon a Time in Hollywood” (2019).
Brad Pitt is now uniting his name and his resounding presence with the world leader in the field of coffee machines for home use, De’Longhi, for the realization of a campaign, directed by Damien Chazelle (winner of an Oscar for Best Director for The La Land, 2016), in which the viewer can delve into a “day in the life of Brad Pitt”.
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“From buying her morning blend of coffee beans to cruising through Los Angeles on her roundabout motorcycle to stopping at a gas station, these scenes are just the prelude to a moment we all look forward to: getting home and finally kicking back with some delicious coffee. espresso or cappuccino.A perfect moment that comes true thanks to the De’Longhi super-automatic coffee machine, as it grinds the coffee beans on the spot and thanks to its technology transforms it without losing its authenticity into the perfect expression of Italian espresso.A pleasure unique intense aroma for coffee lovers”. A whole declaration of intent from the Italian firm.
“De’Longhi has experienced extraordinary growth in recent years and the production of coffee makers for domestic use has played a fundamental role in this growth,” says the firm’s CEO, Massimo Garavaglia. “We believe that Brad Pitt is the perfect ambassador to tell the world about De’Longhi, as he reflects some traits of the brand’s spirit: boldness and internationality, but at the same time sophistication and elegance.”
Oscar winners meeting
Along with Pitt and Chazelle, the film features the talents of two other Oscar winners: cinematographer Linus Sandgren and composer Justin Hurwitz, both part of the dream team for La La Land, for which Damien Chazelle won also the golden statuette as director. Hurwitz has been the creator of the powerful soundtrack of the spot. “When I saw what Damien had done with the film and that Brad was like he had never seen him before, he wanted to find a melody and vibe to go with these images.”
The mini-film is truly compelling both for its cinematic quality and its scope, along with a real sense of “authenticity”, an essential element of the message of De’Longhi, a family business whose success and evolution are founded on strong entrepreneurial values.
Choosing Brad Pitt means more than working with a recognized global icon. Pitt is an acclaimed actor and producer, a committed advocate on environmental issues, an art collector, and a passion for architecture and design.
Above all, Brad Pitt maintains his essence despite his worldwide fame. A spirit of humility that reflects the De’Longhi brand itself, a company tied to its roots with a typically Italian passion for harmony and elegance that goes beyond simple stereotypes and is accessible to everyone.
Alex Barnett, CEO of De’Longhi Iberia.
“Coffee is as important as the coffee maker”
Alex Barnett, general director of De’Longhi Iberia, tells us about the good moment that the Italian company, founded in 1902, is going through, both in its line of coffee makers and small electrical appliances. “Before the pandemic, the home coffee sector was already experiencing strong growth. Capsule coffee machines, for example, continue to grow. And during the pandemic our house has become the ‘coffee-shop’, since the bars were closed. And those who telecommuted liked to have good coffee at home from the office. This has accelerated the sale of coffee makers throughout the pandemic, “says Barnett.
“In recent years there has been a rise in super-automatic coffee machines, which grind coffee beans at the push of a button. This is what we call the ‘third wave of coffee.’ In the first, people drank soluble coffee; in the second, they bought brands like Nespresso, of capsules; and in the third, people have improved their knowledge about coffee beans, many of them artisans. This is boosting the sale of coffee bean machines. People have learned with the pandemic that it is so Coffee is as important as the coffee pot. You can put good gasoline in a car, which depending on the car you have will be better or worse”.
Alex Barnett continues: “In the case of De’Longhi, we have coffee machines that are capable of making up to 18 different types of coffee at the touch of a button. Because this is not like wine. Because it’s not just what you put in the glass, but how you put it. You can make a late-machiatto, you can make a cappuccino, you can make an espresso, short, with ice, there are many varieties that you can make. That’s why, in the first week of September we launched for the first once an international campaign, ‘Perfetto’, with Brad Pitt.
De’Longhi has grown 60% in the first six months of the year, “despite the problems we have had with the distribution of microchips for our coffee makers and appliances.”
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