Lavazza chooses Chaplin for the new campaign

(ANSA) - TURIN, APRIL 30 - More than a commercial, it is a message of desperation to the world that fights Lavazza's new communication campaign with coronavirus, which entrusts Charlie Chaplin with the "good morning of a 'new humanity' that makes progress, sustainability and tolerance are the foundations of our next Renaissance ". The words of the actor in the film 'The Great Dictator', mixed with the music of Ezio Bosso and with photos by Steve Mccurry, Dennis Stock and Jerome Sessini make the campaign signed Armando Testa, and aired from May 1, a "call for the awakening of sensitivity Human".
    The new campaign marks an important chapter in Lavazza's communication, which abandons the irony of the last twenty years to "speak to the hearts of people with a positive message that comes from the past", explains Carlo Colpo, GroupMarketing Communication Director and Brand Home Direct of the company.
    For the moment Lavazza puts aside the lightness of the historical TV campaign 'Paradiso', of which the MaurizioCrozza spot was the last chapter, to leave room for the Speech to Humanity and Chapline, therefore, for a deep reflection on the current moment and, above all, on the future.
   The creative approach chosen is of great impact and the contemporary language.
    '#TheNewHumanity' - explains Lavazza - is the concept that from today will inspire various projects of the company synonymous in the Italian coffee world, including the new 2021 calendar, in a consistent and integrated path with brand communication. (HANDLE).