Philips' Join the New Coffee Movement Ad Pokes Fun at the Coffee Industry

Philips' Join the New Coffee Movement Ad Pokes Fun at the Coffee Industry
News by Vianca Meyer
Published: March 26, 2024

Philips and Droga5 London, under Accenture Song's umbrella, have brewed up a new campaign that's stirring the pot in the coffee machine market.

Dubbed "Join the New Coffee Movement," this global initiative introduces the Baristina, an espresso machine that promises a no-fuss, real espresso experience at home.

Still taken from the Philips 'Join the New Coffee Movement' campaign video
'Join the New Coffee Movement,' Lady Sipping Coffee | Source: Philips

Throwing Shade at Modern Coffee Culture

The Baristina comes as a cheeky response to the increasingly complicated world of coffee (here’s looking at you, coffee snobs!), where being an at-home barista often feels more like a science project than a morning routine.

Philips' latest offering is designed to cut through the clutter, serving just the right amount of espresso made from fresh beans, effortlessly.

"This new machine is an exciting proposition set to shake up the burgeoning coffee category. It is the first to offer proper portioned espresso, made from fresh beans with this level of ease," Philips announced, targeting the unnecessary complexity that has crept into coffee culture.

"No more pods. No more feeling like you need to be a trained barista to get a good cup of coffee at home."

I, for one, love this take.

Still taken from the Philips 'join the new coffee movement' campaign of man struggling with complicated coffee machine
'Join the New Coffee Movement,' Man with Coffee Machine | Source: Philips

The campaign's centerpiece, a 30-second TV spot directed by Filip Nilsson via Object and Animal, hilariously contrasts the Baristina's simplicity with the chaotic coffee culture of today.

It pokes fun at everything from complicated machines and annoyingly extra latte art to the bizarre ingredients sometimes used in modern brews, like freaking yak butter, of all things!

Still taken from the Philips 'join the new coffee movement' campaign video of body-builder sitting alongside a yak, sipping coffee
'Join the New Coffee Movement,' Man and Yak | Source: Philips

A Straight Shot in a Menu of Frilly Drinks

"This product speaks for itself - genuinely amazing barista-style coffee that doesn’t require a science degree," says Shelley Smoler, CCO at Droga5 London.

The campaign's message is clear: great coffee has now been made accessible to all, thanks to the Baristina.

Still taken from the Philips 'join the new coffee movement' campaign video of man making nitro coffee in basement
'Join the New Coffee Movement,' Man Making Nitro Coffee | Source: Philips

Marloes Laan, CMO of Versuni, adds "Philips Baristina is here to shake up the coffee world, starting a new movement that celebrates quality, innovation, and the joy of a perfect cup with a simple swipe."

Her comments highlight the brand's vision of emphasizing quality, innovation, and the joy of a perfect cup with a straightforward press.

Launching this week in France and set to reach selected markets worldwide throughout 2024, the Baristina may be basic, but it’s definitely not boring.

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