LONDON. 17th February 2009. To celebrate an increase of Arabica beans in their coffee, Nescafe have launched their latest TV advert 'More Beans, More Taste'. The commercial uses over a tonne of beans to recreate the infamous Las Vegas Bellagio fountains, to the backing of comic opera 'Don Pasquale'.
The increase of Arabica beans in Nescafe's instant variety creates a smoother, richer tasting coffee and so the brief to creative agency McCann Erickson London was simply - ‘More beans'. In response, they opted for using 8.8 million coffee beans - hand-sieved on set to ensure each was ready for their screen debut. "To do something physical still is the best" said director Steve Clark on the choice to avoid CGI (Steve Clark -director and puppeteer for Carlton's 2003 Thunderbirds and Gold Promax winner for BBC2 idents).
The ‘More beans' soundtrack is from the opera Don Pasquale, Act 3: Che interminabile audirivieni by Gaetano Donizetti.performed, and is performed by the Prague Symphony Orchestra and Prague Philharmonic Choir. Creative agency McCann Erickson London have also released a ‘Making of...' video with behind the scenes footage and interviews with the team behind the creative idea and production of the advert.
McCann Erickson began in 1927 and has since been one of the top advertising agencies in the UK with extensive experience of building and developing big brand ideas. Although advertising is the primary offering (which covers brand planning, research, creative development and above-the-line execution) there are also specialist divisions within the agency that include: Business to business, digital marketing and in-house a/v production facilities.
Clients include Sony Ericsson, Staples, The Black Farmer, The Co-operative, Tiffany & Co, Greenpeace, Hewlett Packard, and L'Oréal.
The beginnings of NESCAFÉ can be traced back to 1930, when the Brazilian government challenged Nestlé to create a coffee that could be made simply by adding water but which retained the coffee's natural flavours. After seven years of development by coffee guru Max Morgenthaler and his Swiss research team, NESCAFÉ was born and the breakthrough was introduced to the world on April 1st 1938.
Today, NESCAFÉ is the world's favourite coffee- the British drink a massive 15,000 cups of NESCAFÉ every minute (Source IRI 52 w/e 24 March 2007).
MindShare is a global media investment management company with billings in excess of $23 billion (Source: RECMA). The network consists of 97 offices in 67 countries throughout the USA, Latin America, Europe, Middle East, and Asia Pacific. MindShare is a member of WPP, one of the world's leading communications services groups.