Pleasure makes us human

With the whole world watching the line between “human” and “machine” blurring, Lavazza proposes an elegant answer: stemming straight from the Italian dolce vita, the campaign’s tagline reads “pleasure makes us human.” The question itself is being asked, albeit not in so many words, by the film’s protagonist—an adorable robot observing and mimicking the humans around him while serving cups of top-grade Lavazza coffee. The visual language of the film, masterfully crafted by directors Dorian & Daniel, depicts a very machine-like creature—a robot that is cute but obviously non-human in nature. It is up to the music accompanying Luigi-the-robot’s journey to give him a character and, if we do our job really well, maybe even a soul.

First came the song choice - Que Sera Sera is a classic that’s been covered a countless number of times since its introduction by the iconic Doris Day in the 50s. It’s a song familiar to practically anyone and, more importantly, a song that anyone can relate to. The question of What will be? is the question every person comes across at some point in their life, with many hearing the stoic motto Whatever Will Be, Will Be for the first time as a lullaby sung to them by their mothers. It’s the song choice that indicates to the viewer that Luigi is on a quest of becoming a little more human long before the idea becomes recognizable from the plot .Then - the execution in the (famous) Sizzer cover fashion: a version that stays true to and honours the original, sounds authentic but not old-fashioned - the very human touch to match Luigi’s very human quest.

We are known for getting the iconic songs of the past to fit just right with the brands’ current day visions. This Lavazza campaign is the perfect example of what we do best - a cover elevating the track and giving the film a distinctive premium feel while keeping the emotional impact of the original song.