Italian coffee machine manufacturer the De’Longhi Group, a worldwide leader in at-home espresso coffee machines, announced a new global communication campaign starring Academy Award-winning actor Brad Pitt Thursday, Sept. 2.
The campaign’s debut featured a launch video on YouTube that shows a typical day in Pitt’s life, ending with his return home to enjoy his “perfect moment” sipping a De’Longhi-made cappuccino.
“Our Group has experienced extraordinary growth in recent years, and the segment of espresso coffee machines for the households has taken on a central role in this expansion,” De’Longhi Group CEO Massimo Garavaglia said in a release. “We believe that Brad Pitt is the perfect ambassador to tell the world about the spirit of the De’ Longhi brand: bold and international but at the same time sophisticated and elegant, sensitive to issues of sustainability, and a lover of art and design.”
The announcement adds to the growing trend of coffee companies enlisting A-list celebrities to serve as global brand ambassadors.
De’Longhi’s one-minute campaign launch video features Pitt riding along the coast on his motorcycle to pick up a bag of fresh, whole-bean coffee before returning home to enjoy a cappuccino. The video also shows Pitt using De’Longhi’s all-new Dinamica Plus, a fully automatic espresso machine capable of preparing 16 barista-style beverages at the touch of a button.
Damien Chazelle, the Oscar-winning director of La La Land, directed the promotional video.
“To me coffee is not just a drink. It creates connections, it allows you to carve a moment for yourself; to pause and enjoy the moment,” Pitt told People magazine in an interview. “I find this ability to stop, appreciate the moment and life in general—to be typically European and to me—truly inspiring.”
As De’Longhi’s ambassador, Pitt follows in the footsteps of fellow actor George Clooney, who has long been associated with Nestle SA’s Nespresso brand.