There is only one real

JWT+H+F positions Mastro Lorenzo as the true “caffè italiano” with three beautiful commercials. There are quite a few Al Capones in Italy, as well as Alberto Tombas and Roberto Baggios. It’s only natural to get them mixed up. It’s reassuring to know that there’s only one real Italian coffee: Mastro Lorenzo. With this simple formula, Kraft Foods Switzerland, together with its in-house agency JWT+H+F, aims to position the coffee brand even more clearly as the epitome of Italian coffee enjoyment. Following the Cannes-award-winning Citterio commercial, Creative Director Rémy Fabrikant succeeds in bringing just as much Italian flair to the Swiss ad campaign. In the commercials, director Alessandro Cappelletti transports the single-serve coffee into a brand world somewhere between Tornatore and the Taviani brothers. Page 6