Lavazza launches “Good Morning Humanity” communication campaign
Lavazza has released a new global communication campaign entitled “Good Morning Humanity”, which takes the following narrative approach:
“A new world is waiting for us on the horizon, ready to welcome in a rediscovered humanity that looks to the future with a positive attitude by redefining the relationship between individual and collective.”
Developed by advertising agency Armando Testa, the campaign promotes the new values rediscovered by Lavazza and expressed by Charlie Chaplin in his famous Message to Humanity from the 1940 film “The Great Dictator”, which Lavazza says maintains relevance even after eighty years.
Carlo Colpo, group marketing communication director and brand home director at Lavazza, said: “We want to speak to people’s hearts with a positive message from the past.
“Lavazza takes a stand and decides to go beyond the role assigned to brand communication, making a powerful appeal to reawaken individual sensibilities. This is the good morning ushered in by a “new humanity”, for which progress, sustainability and tolerance are the foundations of our next renaissance.”
#TheNewHumanity is the concept that will provide inspiration going forward for multiple Lavazza projects, including its new 2021 Calendar, working in a direction that is consistent and integrated with the brand’s communication.
The soundtrack for the campaign, which also features historic images by Steve McCurry, Dennis Stock and Jerome Sessini from Magnum Photos, is “Rain, in your black eyes” by Italian musical talent Ezio Bosso.
Lavazza’s commercial will be online and on air on Italy’s main TV stations from 1 May and then extended to include other markets. To view it, click here.
You really think coffee drinkers will undo centuries of crop mono-culture and the impacts on the coffee bean plant by uniting under the ethos of drink more coffee?!
Every time I hear this commercial, I swear that I hear Robin Williams speaking. I have looked to see who the voice is, but haven’t been able to find it. Does anyone know who it is?
Hi Michele,
It’s Charlie Chaplin speaking – from a recording of the 1940 film The Great Dictator. This is stated in the article 🙂
Thanks,
Alex
Lavazza is a company I never heard of. Now I know their name because of this commercial. Though this speech and movie were meant to be satirical, and Charlie Chaplin himself said he would have made it differently if fully aware of the concentration camp atrocities, the speech could have been written today about today’s world. Can’t we just listen to and embrace the power of these words? We are self destructing and only the people have the power to change that.
I wish every American would listen to this speech and take it to heart. Our democracy is not set in stone and little by little can be eroded away. I’ve no doubt that the German citizens would have wanted a do over after the rise of Hitler. “ Let us fight to free the world…to do away with greed, with hate and intolerance “ Indeed.