Breville launches global campaign for Oracle Dual Boiler espresso machine via The Cowboys
Iconic Australian brand Breville has partnered with creative agency The Cowboys to launch its flagship espresso machine – Oracle Dual Boiler in a global campaign that brings its “Ultimate Automation. Ultimate Performance.” promise to life through dual personas.
Building on over a decade of Oracle innovation, the Oracle Dual Boiler delivers professional-quality coffee at home for every skill level. Dual Auto and Manual modes offer the choice of effortless automation or full hands-on control, with features like Auto Dial-In™ for real-time grind adjustments, Auto MilQ™ microfoam settings, and dual stainless steel boilers for simultaneous extraction and steaming. A Quad-Core processor powers the responsive 5.7” touchscreen, while Wi-Fi® connectivity and the Breville+ Coffee App allow for remote start, preheating, and future feature updates.
The campaign brings the dual functionality to life through contrasting on-screen personas – embodying both precision and intuition, and guided simplicity versus hands-on mastery – a theme carried consistently across all campaign assets.
The global creative suite includes FTA TV, short-, medium-, and long-form video content, social formats, how-to videos, photography, and the Minds Behind the Machine documentary – offering a behind-the-scenes look at the engineering and design process.
“This was the first Breville machine to truly bridge both worlds — automation and manual control — and this duality inspired the creative,” says Matt Sterne, Creative Partner at The Cowboys. “The yin and yang of precision and intuition, beginner and expert, came to life through mirrored personas and subtle VFX that hero key features while showcasing the technology within.”
“The Oracle Dual Boiler builds on the legacy of the Oracle Touch, which already has a loyal global following,” said Noel Burchill, Head of Global Brand Strategy and Advertising at Breville. “With this campaign, we’re talking to every coffee lover – from those who want the ease of ultimate automation to those who thrive on manual, hands-on artistry.”
Client – Breville
Creative agency – The Cowboys
Production company – Rodeo @ The Cowboys
Director – Toby Morris
Director (Minds Behind the Machine) – Matt Sterne
Post Production – Producible
VFX – Skyhouse
Photographer – David Collins
Retouching – Sterne Creative
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