Nescafé Blend 43 celebrates the ‘perfect blend of bold + smooth’ in new TVC via Saatchi & Saatchi
Nescafé Blend 43, the homegrown coffee favourite, roasted and blended here in Australia for over 80 years in the Queensland country town of Gympie, has launched its latest campaign via Saatchi & Saatchi.
Aussie drinkers are passionate about their coffee and love a cuppa that tastes both bold and smooth. To enhance the boldness and smoothness of Nescafé Blend 43 coffee, the team at Nestlé Australia has reinvented the way it is made – roasting the Arabica coffee beans a little lighter and the Robusta coffee beans a little darker to create the perfect cup.
To bring to life the idea that ‘bold and smooth’ are better together, Saatchi & Saatchi has launched a new campaign to celebrate the unexpectedly good partnering of the two. With relatable people and honest situations at its heart, the creative idea demonstrates how when bold and smooth come together, one plus one equals three.
Shot by award-winning performance director Paul Middleditch, the humourous campaign aims to warmly remind Australians just how great the taste of Nescafé Blend 43 really is.
Says Sam Chappell, creative director, Saatchi & Saatchi: “An iconic brand like Nescafé Blend 43 demands a standout campaign to match its popularity with the Australian public. It is a pleasure to bring our ‘bold and smooth’ platform to life and we’re glad we could be as audacious as our mate with his skim board.”
Says Olga Starush, head of marketing beverages, Nestlé: “This new campaign not only tells the story of the bold and smooth taste of Nescafé Blend 43 that Aussies love but does it in a way that celebrates our brand’s authentic, positive and fun personality. We really hope it makes people smile and inspires them to share a cup of Nescafé Blend 43 with their loved ones.”
The films will be supported by extensive social, OOH and sampling activities, as well as an exciting partnership with Gogglebox that is currently in market. The campaign will run in Australia and New Zealand.
Client: Nestlé Australia
Director – eBusiness, Strategy & Marketing: Martin Brown
Business Executive Officer, Beverages: Andrew McIver
Head of Marketing, Beverages: Olga Starush
Marketing Manager, Beverages: Kim Littleton
Senior Brand Manager, Beverages: Natasha Jones
Creative Agency: Saatchi & Saatchi Sydney
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Rebecca Carrasco
Creative Directors: Sam Chappell & Michael Barnfield
Senior Copywriter: Steve Thurlby
Senior Broadcast Producer: Liz Nunan
Head of Planning: Iona Macgregor & Graham Sweet
Group Account Director: Libby Weston-Webb
Account Manager: Isabel Williment
Production Company: Plaza Content
Director: Paul Middleditch
Producer: Peter Masterton
Post Production: The Editors & Blockhead VFX
Audio Post Production: Squeak E. Clean Studios
Music supervision: Squeak E Clean Studios
Media: UM
46 Comments
That was actually funny
Ha ha, well done. Tough client.
Made me laugh.
Nailed it. Looks great.
Cool stunt. Simple idea nicely executed.
This is the sort of box-ticking work that looks like it was created by planners, not creatives.
Bold. Tick.
Smooth. Tick.
With excruciatingly self-conscious acting performances just to make sure the template is obvious. Ugghh.
I remember when Saatchis was a proper creative agency.
Is that a little talent change out at the end? No way is that the same guy.
Nice effort for a terrible client, but this is still awful work.
Someone a little grumpy without their morning coffee?
The flip has to be post right? Otherwise that’s a hilarious performance
What’s up with the talent stand in? Overtime kick in or something? 🤣🤣
Get a grip grumpy…it’s a good coffee ad and better than most out there so no need for your hate commentary against Saatchi. At least they’re trying unlike you.
Thanks for your input, PLANNER.
Hoping you retire soon. Then you’ll have so much more time to whinge on Internet forums
KUDOS to Saatchis for getting something across the line that has a nice bit of personality. Especially for someone as stringent as Nescafe.
The characteristics-of-product bit feels old but I laughed at the physical-comedy bit, well done, nice direction.
Great work for an impossible client.
The guy jumping onto the surfboard, is it meant to be comically bad vfx? Cos its the only laugh this ad got from me.
This is super refreshing for a coffee ad! So over the dark broody Mocconas of the world… new formula required stat.
Terrible vfx, lazy actually….
Nice ad. Silly fun.
Comment of the month!
No need for the planners to hang their heads in shame.
Lovely spot except for VFX. Shame.
Those praising this spot have no idea. What’s possibly worse, they have no idea they have no idea.
Not to put ideas in your head, but perhaps the fact that there’s no idea, is the idea. Get the idea? Just wanted to bounce that idea off you.
@NO IDEA
My criticism was not, unusually for me, that there is no idea in this ad. It was about the lack of awareness of just how lame this ad is. And that those praising this cringe-fest are not aware that they are unaware. Is that a little clearer?
I had a good chuckle.
This idea is genius. It can, should and probably will run and run and run and run.
Nice one Sammy Boy! Funny work on a notoriously tricky account.
What is the music score used in the ad
Adagio of Spartacus and Phrygia by Khachaturian
What is the music used in the ad?
Nice shots of Avoca Beach at the start
What music was the back ground it brings back memories of long ago
What is the music in this ad ?
I’m pretty sure that the music is the theme track to The Onedin Line from the seventies. My Mum and I used to watch it all the time
Made me laugh 🙂
What were the locations of the ad?
Nice mix of close up scenes from Avoca Beach then the long shots on Killcare Beach with Bouddi National Park in the background.
Yep the flip is real…just not done by the actor.
Who are the three actors in the advert? Everyone else gets a mention in the credits. 🙂
wat are the names of the couple drinking thd coffee?
Doesn’t Nescafe answer questions put to them? Not very good public relations.
Does anyone know the name of that music in the background of that commercial Bold and smooth?
Wait. You people are seriously ‘debating’ the virtues or otherwise of… a television ad? Amazing.