Paulig’s new coffee advert is a Nespresso-antidote

Paulig has created a bold, frenetic coffee campaign with agency Bob the Robot, quite at odds with the efforts by the likes of Nespresso.

Sophistication and serenity be damned. Paulig’s latest coffee advert, with a soundtrack and voiceover reminiscent of the classic Guinness ‘Surfer’ advert, has thrown hot coffee on the soothing tropes of traditional coffee campaigns.

In an era marked by challenges and uncertainty, Paulig’s advert is perhaps a reaction to the modern utility of coffee. 

The emphasis here is on perseverance and endurance, and the directorial style, akin to a Guy Ritchie movie, stands out for its rarity in the sector.

Unlike George Clooney’s Nespresso appearances, for example, the actors in Paulig’s effort look more ‘poised for action’ than preparing for a gentle stroll. The film’s visuals, storytelling, and tone position the caffeine-rich beverage as a tool with which drinkers can face life’s trials rather than find a moment of solace.

Responsible drinking

‘Stay Strong’ features scenes including a teacher preparing for a long day of classes, an artist seeking inspiration, or a parent juggling responsibilities, and many shots of coffee, depicted more as a 'powerful ally' than a 'lifestyle choice'.

The cinematic quality of the advertisement is achieved through warm hues, evocative close-ups of steaming coffee cups, and moments of human connection.

About the agency

Bob the Robot, a Helsinki-based creative house, is known for its innovative and emotionally resonant campaigns. Founded in 2002, the agency’s work includes the “Skyward Stories” campaign, featuring immersive VR experiences that showcased Nordic destinations, boosting bookings by 15%.

Its work for Nokia’s 2024 rebrand, meanwhile, used projection mapping to transform Helsinki’s Senate Square into a showcase of 5G innovation.

Images courtesy of Paulig campaign.