Roger Federer Jura: Top-Notch Quality in 19 Centimeters
In the new Halder Record commercials, Roger Federer discovers the Jura A8—the manufacturer’s slimmest fully automatic coffee machine. The campaign relies on a simple message: If you’re good at what you do, you don’t need to take up a lot of space.
Roger Federer and the Jura: A Journey of Discovery on a Small Scale
If you’re good at what you do, you don’t need to take up a lot of space. Jura’s slimmest fully automatic coffee machine proves just that. The new A8 measures just 19 centimeters, yet despite its slim design, it makes no compromises on quality. Inside, a full-size brewing unit ensures the kind of coffee enjoyment that coffee lovers expect from a Jura fully automatic machine. With the A8, too, every specialty coffee is prepared «freshly ground, not from capsules.».
According to the company, this uncompromising compactness also impresses Roger Federer, who embarks on a mysterious journey of discovery in the new Jura commercials. He follows a white streak of light that resembles the lines of a tennis court. Step by step, the light leads him to the new Jura star, the A8. Federer’s reaction sums up the idea behind the commercial: Great class doesn’t need a large playing surface. Because true greatness is shown in what one can accomplish in the smallest of spaces.
The A8 for people who focus on what matters most
The A8 by Jura is designed for people who focus on what really matters—for everyone who lives in style, leads a mindful life, and doesn't want to compromise on the perfect coffee experience.
The idea and concept for the campaign were developed by Halder Record under the direction of Ralph Halder. Prodigious Zurich is responsible for the film production, with Ian Oggenfuss as director, Filip Zumbrunn as cinematographer, Stefan Ruegg as producer, and Matteo Attanasio handling post-production.
Two versions of the commercial accompany the campaign: a 25-second commercial in 16:9 aspect ratio and a 40-second commercial in 9:16 aspect ratio.
Responsible at Jura: Emanuel Probst (CEO); Xavier Hadorn (Head of Marketing Services & Communications); Meinrad Kofmel (Head of Communications & PR); Boris Sljivic (Senior Product Manager). Idea and concept: Halder Record, Ralph Halder. Film production: Prodigious Zurich, Ian Oggenfuss (Director), Filip Zumbrunn (Cinematographer), Stefan Ruegg (Producer), Matteo Attanasio (Post-production).
