The TVC aims to amuse audiences while waking up their craving for CCL’s delightful café like premix coffee range
National, October 09, 2023 – In a world inundated with sleek, perfect visuals, Continental Coffee, a pioneer in India’s coffee industry is shaking things up. The brand has taken a twist to showcase its modern- day coffee range, Continental THIS Premix Coffee bylaunching a quirky new ad created by AI (not)! The TVC promises to leave you laughing and craving a delicious cup of Continental THIS Premix Coffee.
The ad for Continental THIS Premix Coffee adds a touch of humour by playfully highlighting the limitations of AI, presenting a refreshing perspective on technology in an era dominated by polished perfection. Conceptualized and executed by Expedify, the TVC opens with a bold claim of being the world’s first AI-generated coffee commercial. However, as the scene unfolds, it surprises viewers with clumsy animations and hilariously distorted faces clutching coffee mugs, a far cry from the traditionally appealing visuals.
The spotlight then shifts to Continental THIS Premix Coffee, the true star of the show. The commercial showcases the effortless preparation of this premix coffee range, presenting it as the perfect companion to find comfort during everyday challenges—a dream come true for coffee lovers.
The core message conveyed by the brand in the TVC is that, in life, there are countless challenges that even advanced AI cannot resolve. These challenges are a part of our daily lives, often unforeseen and inevitable. However, the comforting presence of Continental THIS Premix Coffee offers solace in facing these unexpected moments. Brewing a steaming cup of coffee becomes the reliable quick fix for such occasions, ensuring that Continental THIS is the perfect companion to ease you through the hurdles of everyday life.
With its exciting flavours of premix coffee, all one need is some hot water to savour a café-like coffee experience anytime, anywhere. There are certain joys that can be savoured through simple means, without the need for advanced technology. The ad brilliantly communicates the simplicity and convenience of Continental THIS Premix Coffee, set against the backdrop of comically chaotic AI-generated visuals.
“We felt the need to do something bold and different in the world of coffee advertising,” said Preetam Patnaik, Head of Marketing, CCL Products Limited. “In our digitally driven world, our ad humorously highlights the fact that while AI can be a great tool, it can’t replace the genuine joy of savouring a perfect cup of coffee whenever and wherever you desire. With Continental THIS Premix Coffee, you can enjoy that perfect cup within seconds, no AI needed. Amidst all life’s uncertainties, one thing we can count on is the delightful cup of CCL’s Continental THIS Premix to provide comfort in the face of life’s unexpected hiccups.”
CCL’s premix coffee line-up includes flavours like Caramel, Cappuccino, Mocha, Hazelnut, and Turmeric Coffee, each embracing the heart-warming essence of expertly brewed coffee—an ode to the unique art of human indulgence.
Abhijit Chakraborty, Chief Operating Officer at Expedify said, “AI can deliver at the speed of thought, but only Continental THIS makes cafe-like coffee dreams true anytime, anywhere. The ad humorously contrasts AI-generated chaos with the simplicity of Continental THIS Premix Coffee, highlighting the joy of a perfectly brewed cup.”
Watch the link to the new TVC below:
YouTube – https://www.youtube.com/shorts/3-W13_RQyjc
CREDITS
Agency: Expedify
Creative Director: Abhijit Chakraborty
Production Head: Pravin Mishra
Creative Team: Varsha Rajeswari, Sakshi Prashant Patil, Taapti Ladkani, Snehali Bagchi, Shubham Gupta
Account Management: Vanisha Garg, Shivani Meharia
