To announce the new Agassi/Lavazza partnership, we created an epic comeback story…with a twist.

We brought Agassi back to tennis ten years after retirement. But not to play. Instead, to give back. Every Lavazza coffee served would generate $1 towards The Agassi Foundation to support underprivileged students.

Together, Lavazza and Agassi unveiled the reveal video live at the US Open, to make the announcement official. In the video, Agassi enjoys his morning Lavazza espresso. Suddenly, his mind is flooded with memories of his most iconic tennis achievements. The video culminates with ‘90s Agassi—sporting his signature neon. He proclaims to the world “I’m Back!”, reinforcing Lavazza’s tagline “A Legacy in Every Cup.”

By the end of the two-week tournament, we served over 56 million total impressions. 14 million were YouTube and Facebook views. It was the 3rd most viral video of the week. The comment sections were full of love for Lavazza and the unforgettable “glory days.” Best of all, Lavazza’s legacy—together with Agassi’s stardom—raised funds that impacted thousands of students. And, we can all raise a cup to that.