The concept of the "Change" campaign is strong and well-defined: "When a Primadonna enters your life, things change".In a modern city, drops of coffee beans are falling like rain. At a wedding, beans are being thrown instead of rice. An elegant manager is wearing a coffee bean instead of cufflinks. Three images with a strong impact to show the total change in life style and view of the world for people who buy a Primadonna S De' Longhi coffee machine. In the final scene, a man and a woman are enjoying an espresso and a cappuccino and she gently strokes her necklace, which is made of coffee beans. There is absolutely nothing more precious.

The claim "Design your coffee experience" emphasises the innovative design of the product, but also the emotion of a coffee which becomes a personal experience, thanks to the wide choice offered by the machine and the superior quality of is preparation.