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(ANSA) – TURIN, APRIL 30 – More than a commercial, it is a message from
We hope that the world fighting the coronavirus the new campaign of
Lavazza’s communication, entrusting Charlie Chaplin with the
“Good morning to a ‘new humanity’ that is progressing,
sustainability and tolerance are the foundations of our neighbor
Rebirth “. The actor’s words in the movie ‘The Great
Dictator ‘, mixed with the music of Ezio Bosso and with photos of
Steve McCurry, Dennis Stock and Jerome Sessini do the
The campaign was signed by Armando Testa, and it was broadcast on May 1, a
“appeal to the awakening of human sensibility”.
The new campaign marks an important chapter in the
Lavazza’s communication, which abandons irony in the least.
twenty years to “speak to people’s hearts with a message
positive that comes from the past “, explains Carlo Colpo, Grupo
Marketing Communication Director and Brand Director
company.
For the moment Lavazza leaves aside the lightness of the
Historic television campaign ‘Paradiso’, of which Maurizio’s place
Crozza was the last chapter, to accommodate
Discourse to humanity and chapters, therefore, to reflection.
deep in the present moment and, above all, in the future.
The chosen creative approach is one of great impact and language.
contemporary.
‘#TheNewHumanity’ – explains Lavazza – is the concept that starting today
will inspire several synonymous company projects in the world of
Italian coffee, including the new 2021 calendar, in one place
consistent and integrated with brand communication. (ANSA).
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