Breville launches global campaign for its latest espresso machine the Oracle Jet via The Cowboys

Iconic Australian brand Breville has partnered with Sydney and Adelaide based creative agency The Cowboys to help launch its latest espresso machine the Oracle Jet in a global campaign encouraging consumers to ‘Unlock the Pro Within’.

Marking 10 years since the launch of Breville’s signature Oracle innovation, the Oracle Jet sets a new standard in performance, automation and speed through a number of leading-edge upgrades that allow customers to achieve professional results with thoughtful automation at every stage.

Says Noel Burchill, head of global brand strategy and advertising, Breville: “Our latest campaign with The Cowboys illustrates how consumers can enjoy the café experience in their own kitchen. With step-by-step automation and the innovative ThermoJet Heating System, specialty coffee is more accessible than ever before with The Oracle Jet.”

The campaign is designed to appeal to time-pour gourmets seeking effortless mastery of specialty coffee at home. The hero creative demonstrates how it magically bestows professional-level skills upon the user through a magic barista apron, transforming everyday coffee enthusiasts into skilled baristas with just the press of a button.

The campaign launches in Australia, the US, Germany and the UK, with the creative being localised in additional markets worldwide.

Says Jarrad Collings, creative partner at The Cowboys: “For the launch, we aimed to capture effortless mastery. The barista apron is a symbol of expertise, and we wanted to highlight how anyone can seamlessly transition to achieving  professional results at home.”

The campaign created by The Cowboys unfolds through free-to-air TV, digital platforms, and social media.

A series of short-form films focus on key aspects of the espresso machine’s mastery including the ThermoJet heating system, cold coffee capabilities, automation, and Auto MilQ technology. These are complemented by long-form content that dives deeper into these innovations and specialty coffee features.

Adds Burchill: “Our partnership with The Cowboys has spanned eight years, during which they’ve consistently shown a deep understanding of our business and consumers. Their work on global product launches and category positioning has been excellent with a proven ability to transform complex technology into clear and compelling consumer propositions.  We’re extremely pleased with this latest collaboration.”

The campaign also includes the documentary film “Minds Behind the Machine”, offering an insider’s view of the innovation process through the perspectives of the engineers and designers, showcasing their expertise and dedication.

Additionally, a series of post-purchase videos provide how-to guides and maintenance tips, ensuring customers maximise their machine’s potential and enhance their overall experience.

The global launch is complemented with a suite of photography assets for in-store, promotions, and social.

Rounding out the launch is a new in-store experience that leverages the espresso machine’s LCD screen. Through a captivating visual showcase, it highlights the machine’s key features, designed to grab attention and elevate its presence in retail environments.

Client – Breville
Creative agency – The Cowboys
Production company – Rodeo @ The Cowboys
Director – Toby Morris
Director (Minds Behind the Machine) – Matt Sterne
Producer – Henry Richardson
Photographer – David Collins
Post Production – Producible
VFX – Skyhouse
Retouching – Sterne Creative