"World Coffee"

27 October 2022

60s

Ca-coffee-ny

Ads which relentlessly repeat a brand's name can quickly become grating, inspiring the opposite of their intended response as the audience scramble to get away from the annoying sound as quickly as possible. This charming ad for Nescafé is an example of how to execute such a concept correctly, as it mines the brand's global reputation by making it a byword for coffee itself.

From South East Asia to India, France to the ad's target audience of Canada, and beyond, a cacophony of diverse voices clamour for attention as they prepare the advertised drink in different ways. The wide variety of languages used is a distinct positive here, as it not only emphasises the product's universal appeal but nips the irritating nature of repetition in the bud. Kudos to director Omri Cohen for handling a busy brief with such visual dexterity.

Canada

Coffee