An international campaign is about to kick-off for NESCAFÉ® Dolce Gusto®, the unconventional premium coffee system, with Will.i.am, fronting a new TVC called ‘Creativity Reinvents The Classics’. The campaign celebrates the power of creativity to deliver outstanding quality through a parallel between music and coffee creativity.
At the heart of the campaign is an energetic and vibrant film, which features global superstar will.i.am in-studio with NESCAFÉ® Dolce Gusto®, directed by two of the film industry’s leading talents; Diego Contreras and Salomon Ligthelm.
While we discover will.i.am creating his own unique version of Otis Redding’s iconic hit ‘(Sittin’ On) The Dock of the Bay’, the film also reveals how NESCAFÉ® Dolce Gusto® transforms a classic cup of coffee into an amazing and unseen coffee experience.
As will.i.am says, “There is nothing like being creative to reinvent a classic”.
Axel Touzet, Vice President, Head of the Nescafé Dolce Gusto GBU said: “NESCAFÉ® Dolce Gusto® has always been an unconventional coffee brand; “We like to push boundaries and challenge the coffee category by reinventing new rules of quality. We believe that, when it comes to top quality, creativity makes all the difference; so we go beyond the classic foundations of traditional coffee making to reinterpret it with our creative twist, to deliver superior and amazing coffee experiences.”
For will.i.am the partnership felt natural, “I chose to collaborate with NESCAFÉ® Dolce Gusto® because the core of the campaign is around exploring creativity, which is a huge part of who I am and central to what I do. NESCAFÉ® Dolce Gusto® is committed to producing high quality, great tasting coffee, just as I am committed to producing top quality music.”
The film premiered across the NESCAFÉ® Dolce Gusto® global Facebook pages and social media channels yesterday followed closely by the TV global launch today (2nd September 2016).
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