Lavazza introduces ‘A Modo Mio Voicy’. The first coffee machine with Alexa built in, and a new way to experience coffee at home. In the opening scene, a woman orders a cup of coffee through Alexa, and Voicy immediately starts preparing it. We then embark on a rapid succession of scenes, eventually emulating a word-of-mouth effect. From a young rocker to a talk-show host, from Shakespearean actors to North Polers, everyone is talking about the talking coffee machine. This is also the perfect opportunity to showcase some of its features, as the Voicy – and Alexa – become part of the story, making coffee and cracking jokes.

In recent years, voice assistants have seen huge expansion, and their market keeps growing. Numbers will reach 8 billion by 2023, with Alexa leading the way and effectively becoming part of everyone’s family. Following a long history of innovation (inventors of the coffee blend; first espresso in outer space) which is not always easily perceived by the public, Lavazza takes the opportunity to become the first coffee brand to enter this game. The film announces what is actually a new way to experience coffee at home.

This is the 4th film shot by the same director, crew and agency team for Lavazza. Along the way, we have been consistently trying to avoid the classic Italian clichés, and instead portray a vibrant sexy cosmopolitan global brand. Especially when it came to such an important launch like the ‘A Modo Mio Voicy’ we decided to street cast the actors and look for diverse remarkable faces one would not find in the model-agency books. Curious fact: some of the actors come directly from the crew, having been spontaneously spotted and recruited by the director during the shoot.